PROJECT REPORT

“A STUDY ONBRAND EQUITY OF SUN T.V NETWORK WITH SPECIAL REFERENCE TO ITS CHANNELS, ”

SUBMITTED BY

Mr.S.DILIP KUMAR 15P35G0103

UNDER THE GUIDANCE OF Ms.SREEJA.K

NEW HORIZON COLLEGE MASTERS OF BUSINESS ADMINISTRATION BHARATHIAR UNIVERSITY

COLLEGE CODE: KA 11 B 131

2016-2017

GUIDE CERTIFICATE

This is to certify that the project report entitled“A STUDY ON BRAND EQUITY OF SUN NETWORK” submitted by DILIP KUMAR S bearing registration number 15P35G0103 to Bharathiar University for the partial fulfillment of master degree in business management is an outcome of genuine research work carried under my guidance and it has been submitted for the award of any degree, diploma or prize.

DATE Ms. SREEJA K

Bangalore ASSISTANT PROFESSOR

PRINCIPAL’S CERTIFICATE

This is to certify that DILIP KUMAR S bearing registration no 15P35G0103 is a bonafide student of this college. The project entitled “A STUDY ON BRAND EQUITY OF SUN NETWORK” is a work carried out by him in partial fulfillment of the requirements for master degree in Business management of Bharathiar University along the year 2016-17

DATE Dr. R BODHISATVAN

Bangalore

HOD CERTIFICATE

This is to certify that DILIP KUMAR S bearing registration number 15P35G0103 is a bonafide student of this college. The project work entitled “A STUDY ON BRAND EQUITY OF SUN NETWORK” is a work carried out by him for partial fulfillment of the requirements for Master Degree in Business management of Bharathiar University during the year 2016-17. It is certified that all the corrections/suggestions have been incorporated in the project report and a copy is deposited in the department library. This project work has been approved as it satisfied the academic requirements of Master degree in Business management.

DATE:

Dr. SHEELAN MISRA

Bangalore

STUDENT’S DECLARATION

I hereby declare that the project entitled “A STUDY ON BRAND EQUITY OF SUN NETWORK” was prepared by me during the year 2016-17 and was submitted in partial fulfillment of the requirements for master degree in business management of Bharathiar University

I also declare that this project report is original and has not been submitted to any other university of the award of any degree, diploma or any other similar titles or purposes.

Date: DILIP KUMAR S

Bangalore 15P35G0103

ANNEXURE

QUESTIONNAIRE

1. AGE OF THE VIEWERS a) BELOW 20 years { } b) 21-30 years { } c)31-40 years { } d) 41-50 years { }

2. OCCUPATION OF THE VIEWERS a) Student { } b) Employed { } c) House wife { } d) Others { }

3. MONTHLY INCOME OF THE VIEWERS a) Below 10000 { } b) 10000-15000 { } c) 15000-20000 { } d) 20000 & above { }

4. PROBLEMS FACED BY THE VIEWERS a)Yes { } b)No { } 5. KNOWLEDGE OF CUSTOMER REGARDING TO SUN NETWORK a) Newspaper { } b) Word of mouth { } c) Television { } d) Advertisement { } e) Publicity { }

6. CUSTOMER EXPERIENCE OF SUN NETWORK a) Good { } b) Bad { }

7. OPINION ABOUT SUN NETWORK a) Excellent { } b) Satisfactory { } c) Moderate { } d) Poor { }

8. RELAY QUALITY BY SUN NETWORK a)YES { } b) NO { }

9. SUN NETWORK SERVICES a) Satisfactory { } b) By more than expected { } c) None { }

10. COMPARISION OF SUN NETWORK AS NO.1 a) Yes { } b) No { }

11. FAITH IN THE SYSTEM a) TRUE { } b) CANT SAY { } c) NO CONCERN { }

12. VALUE OF MONEY

A) YES { }

B) NO { }

Tamil Channels:

Sun TV Sun TV HD KTV KTV HD

Sun Music

Sun Music HD Sun News Adithya

Chutti TV

Telugu Channels

Gemini TV Gemini TV HD

Gemini Music

Kushi TV

Kannada Channels

Udaya TV UdayaMovies

UdayaNews UdayaComedy Chintu

Malayalam Channels

Surya TV Kiran TV Kochu TV

ACKNOWLEDGEMENT

It is my privilege to acknowledge the people whose consistent guidance, motivation and influences crowned my life with successful completion of this project.I sincerely thank Mr MANOJ KUSHALAPPA (MANAGER-P&A- OPERATIONS, UDAYA TV), for giving me this opportunity and all the assistance, guidance which has enabled me to complete this project.

Wish to convey my gratitude and sincere thanks to Dr. R.BODHISATVAN principal of NEW HORIZON COLLEGE, for his constant encouragement and immense support.

I would like to express my gratitude to my internal guideMrs. SREEJA.K for her valuable guidance and enthusiastic motivation which has inspired me a lot in completing this project.

I would like to thank the HOD Dr. SHEELAN MISRA who stood as a constant support throughout the completion of the project.

I would like to thank Mr. Manjunath, Reporter UdayaTv who stood as a constant support throughout the completion of the project.

Finally, I express my sincere and heartfelt regards to my beloved SIR Mr. ARUN RAGHU BABU &Parents& Friends and respondents for their contribution and encouragement towards completion of the project.

REGARDS

S.DILIP KUMAR

List of Contents

CHAPTER TITLE Pg.No. EXECUTIVE SUMMARY 1 INTRODUCTION 1-13 1.1 Theoretical Background 1-6 1.2 Brand Equity 6-13 2 INDUSTRY AND COMPANY PROFILE 14-52 2.1 Industry Profile 14-16 2.2 Company Profile 16-52 3 RESEARCH DESIGN 53-56 3.1 Statement of Problem 53 3.2 Objective of Study 53 3.3 Need of Study 53 3.4 Scope of Study 53 3.5 Methodology 54 3.6 Research Methodology 54 3.7 Limitations of Study 55 3.8 Chapter Scheme 56 4 DATA ANALYSIS AND INTERPRETATION 57-73 5 FINDING, SUGESTION & CONCLUSION 74-76 5.1 Findings 74 5.2 Suggestions 75 5.3 Conclusion 76 BIBLOGRAPHY 77 ANNEXURE

EXECUTIVE SUMMARY A Study on Brand Equity of SUN T.V NETWORKS with special reference to its channels is a study to find out theimportance for the company to know what customers think about their brand and How It will help them to take steps to create a good brand image and brand equitywith the core objectives here being - To find out the opinion of the customers towards SUN T.V NETWORKS and To get a meaningful idea on what Indian consumers want from the Media industry and very importantly study the level of Brand equity of SUN T.V NETWORKS . So the Research method used was Descriptive Research Method keeping in mind of the objectives. Data was collected with the help of questionnaire from the viewers and targeted viewers of SUN TV Network with a sampling size of 100 people surveyed for the accomplishment of this research study and the sampling method used was convenience sampling and the tool of analysis used was percentage analysis with the help of a Questionnaire of 12 questions like for example the age of the viewers, their occupation , monthly income , their opinions and their knowledge of the network etc. were the questions provided with already suggested answers where customers had to choose from the given options below. Most of the answers are listed in tables and graphs. Through this research the Findings were positive with a high percentage of repeated viewers of programs with a majority of satisfied customers when it comes to service, features also viewers find their money’s worth and a high percentage rate SUN T.V NETWORKS to be number 1 out of the other channels. To conclude SUN T.V NETWORK has touched the hearts of many viewers and has created a strong brand name which has positive customer feedback and responses and because of all their efforts on their service quality and facilities that they have provided their viewers, image and Brand equity are all constantly growing and nowSUN TV NETWORK is the highest grossing networks in South .

LIST OF TABLES

SL NO TITLE PG NO 4.1 AGE OF THE RESPONDENTS 57 4.2 OCCUPATION OF THE RESPONDENTS 59 4.3 ANNUAL INCOME OF THE RESPONDENTS 60 4.4 PROBLEM FACED BY THE VIEWERS 61 4.5 KNOWLEDGE OF CUSTOMERS ABOUT SUN 62 NETWORK 4.6 CUSTOMERS EXPERIENCE WHILE VIEWING SUN TV 64 NETWORK 4.7 OPINION OF THE VIEWERS WHILE VIEWING SUN TV 65 NETWORK 4.8 QUALITY OF RELAY GIVEN BY SUN NETWORKS TO 66 ITS VIEWERS 4.9 LEVEL OF SERVICES PROVIDED BY SUN NETWORK 68 4.10 COMPARISON OF SUN NETWORK AS NO 1 MEDIA 70 CHANNEL 4.11 FAITH OF THE VIEWERS IN SUN NETWORK 71 4.12 VALUE OF MONEY VIEWING SUN TV NETWORK 73 CHANNEL

LIST OF GRAPHS

SL NO TITLE PG NO 4.1 AGE OF THE RESPONDENTS 58 4.2 OCCUPATION OF THE RESPONDENTS 59 4.3 ANNUAL INCOME OF THE RESPONDENTS 60 4.4 PROBLEM FACED BY THE VIEWERS 61 4.5 KNOWLEDGE OF CUSTOMERS ABOUT SUN 63 NETWORK 4.6 CUSTOMERS EXPERIENCE WHILE VIEWING SUN TV 64 NETWORK 4.7 OPINION OF THE VIEWERS WHILE VIEWING SUN TV 65 NETWORK 4.8 QUALITY OF RELAY GIVEN BY SUN NETWORKS TO 67 ITS VIEWERS 4.9 LEVEL OF SERVICES PROVIDED BY SUN NETWORK 69 4.10 COMPARISON OF SUN NETWORK AS NO 1 MEDIA 70 CHANNEL 4.11 FAITH OF THE VIEWERS IN SUN NETWORK 72 4.12 VALUE OF MONEY VIEWING SUN TV NETWORK 73 CHANNEL

CHAPTER 1 INTRODUCTION

CHAPTER 2 INDUSTRY AND COMPANY PROFILE

CHAPTER 3 RESEARCH DESIGN

CHAPTER 4 DATA ANALYSIS AND INTERPRETATION

CHAPTER 5 SUMMARY OF FINDINGS SUGGESTIONS AND CONCLUSIONS

BIBILOGRAPHY

ANNEXURE

BRAND EQUITY

1.INTRODUCTION

1.1 Theoretical Background 1.1.1 Meaning of Market: The term market is derived from the Latin word ―MARCATUS‖ which means trade merchandise ware traffic or place of business. In the economics sense, the term market does not refer to any particular place where buyer and seller meet face to face and make their purchase and sales, but the whole of any region where the Buyers and sellers are in such free intercourse with one another a that a single price prevails for a certain commodity at certain point of time throughout the region. In short it means the getting together of buyers and sellers in person or by mail, telephone, telegraph, cable or through any other means of communication.

1.1.2 Modern view of marketing: Today, marketing is not considered as a mere physical process of a set of activities connected with the exchanged of goods. It is regarded as a philosophy of business. It is concern with the creation of customers. It includes all those activities connected with identifying the needs of the consumer‘s and then organizing the business accordingly to meet the needs of the consumers.

1.1.3 Defining Marketing: We can distinguish between social and managerial definition of marketing. A definition shows the role of marketing plays in society. One marketer said that marketing‘s role is to deliver a higher standard of living. Here is a social definition

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that serves our purpose marketing is a social process by which individual and groups obtain what they need and want through creating offering and freely exchanging products and services of value with others. For a managerial definition, marketing has often been described as the art of selling product but people are surprised when they hear that the most important part of marketing is not selling! Selling is only the tip of the marketing iceberg Peter Ducker a leading management theorist, puts it this way there will always, one can assume be need for something but the aim of marketing is to understand the customer so well that the product or services fits him and sells itself. Ideally,marketing, marketing should result in a customer who is ready to buy. All that should be needed then is to make the products or services available. 1.1.4 The product:

A product is an anything that can be offered to a market to satisfy a want or need. Products that are marketed include physical goods, services experiences events people‘s places properties organization information.

1.1.5 Brand Decision:

Branding is a major issue in products strategy. As RUSSEL HANLIN, the CEO of Sunkist Growers observed: An ORANGE is an ORANGE unless… that orange happens to be Sunkist, a name 80% of Consumers know and trust. Well known brand command a price premium, Japanese companies such as Sony and Toyota has built huge brand loyal market. At the same time, developing a branded product requires a great deal of long term investment especially for advertising promotion and packaging.

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1.1.6 What is a Brand?

Perhaps the most distinctive skill of professional marketers is their ability to create maintain protect and enhance brands. Branding is the art and corner stone of marketing. The American marketing associations defines a BRAND as a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or service of one seller or group of seller or maker. Under trademark law, the seller is granted exclusive rights to the use of brands name inperpetuity. Brand differs from other asset such as patents and copy rights, which have expiration dates. A brand is a complex symbol that can convey up to six of meanings:-

1. Attributes: A BRAND brings to mind create attributes. Mercedes suggests expensive well built well engineered durable high prestige automobiles. 2. Benefits: Attributes must be translated in to functional and emotional benefits the attributes durable could translate into the functional benefit I won‘t have to buy another car for several years the attributes expensive translate into the emotional benefits the car makes me feel important and admired. 3. Values: The brand also says something about the producer values Mercedes stand. 4. Culture: The brand may represent a certain culture. The Mercedes represent German culture organized efficiently high quality. 5. Personality: The brand can project a certain personality. Mercedes may suggest a nonsense boss (person) a reigning lion (animal) or an austere palace (object). 6. User: The brand suggests the kind of consumer who buys or uses the

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7. Product: We would expect to see a 55 year old top executive behind the wheel of a Mercedes, not a 20 year old secretary. Companies need to research the key position their brand occupies in the customer minds. According to Kevin Keller, what distinguishes a brand from its unbranded commodity counter parts is the consumer perception and felling about theproduct attributes and how they perform. Ultimately, a brand resides in the minds of consumer.

1.1.7 Building a Brand Identity

Building the brand identity require additional decision on the brands name colors tagline and symbol. Here is what one new dot com decided. Gear.com this e-trailer sells brand-name sporting goods at closeout prices. The name gear was chosen to suggest hiking gear or fishing gear clothing. The company used the Tagline the best sports deals on the planet.

So far the company has not chosen a symbol could be helpful in the image of brand Gear.com recently merged with Overstock.com, so its image may change at the same time a brand is much more than a name logo colors a tagline or symbol. These are marketing tools and tactics. A brand is essentially a marketer promise to deliver a specific set of features benefits and services consistently to the buyers. The marketer must establish a mission for the brand and a vision of what the brand must be and do.

The marketer must think that he is offering a contract to the grading how the customer and the brand will perform the brand contract must be honest. Motel 6 for example offers clean rooms low price and good service but does not imply

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that the furniture is expensive or bathroom is large. At best the brand campaign will create name recognition. Some brand knowledge may be even some brand preference but ad campaign does not create brand bonding occurs when customer experience the company as delivering on its benefit fact is that brands are not built by advertising but by the brand experience. All of the customer contact.

1.1.8 Building brands in the new economy:

Brand building theory developed out of the practice of the consumers packaged- goods companies in the last century. The theory called for creating product deference, real or symbolic; spending a huge amount on advertising; and hoping this would lead to trail, adoption and loyalty. Advertising played the crucial role and its effectiveness was judged by measures of awareness recognizing, recall or intent to buy. Heidi and Don Schultz believe that the consumer package goods model for brand building is increasingly inappropriate, especially for service firms, technology firm‘s financial organizations, B2Bbrands, and even smaller CPG companies‘ they change that the proliferation of Media and message delivery system has eroded massage delivery system has eroded mass advertisings power.

A)They urge companies to use a different paradigm to build their brands in the new economy:

1. Companies should clarify the corporation‘s basic values and build the corporate brands. Companies such as star bucks, Sony, Casco system Marriott Hewlett-Packard, electric and American Express have build

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strong corporate brands; their names on the product or service creates an image of quality and value. 2. Companies should use brand managers to carry out the tactical Work, but the brands ultimate success will depend on everyone in the company accepting and living the brands value proposition. Prominent CEOs-such as Carly Fiorina (Hewlett-Packard) and John Chambers (Cisco) are playing a growing role in shaping brands strategies. 3. Companies should develop more comprehensive brands –Building plan to create positive customer experience at every touch – events, seminars, news, telephone, e-mail, persons to person contact.; 4. Companies must use the brands – value proposition as the key Drivers of the companies‘ strategy operations and product development.

1.2 Brand Equity

Brands vary in the amount of power and values they have in the market place. At one extreme are brands that are known by buyers. Then there are brands for which buyers have high degree of brand awareness? Beyond this are brands with high degree of brand acceptability. Then there are remands that enjoy a high degree of brand preferences. Finally brands that command a high degree of brand loyalty? Tony o Reilly former CEO of H.J.HeINZ, proposed this test of brand loyalty; ―‘my acid test …is never whether a house wife, intending to buy Heinz tomato ketchup in a store, finding it to be out of stock will walk out of the store to buy it elsewhere few customers are this brand loyal. David Aaker distinguished five levels of a customer attitude towards a Brand form lowest to highest:

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1. Customers will change brands, especially for price reasons. No brand Loyalty. 2. Customer is satisfied no reason to change the brands. 3. Customer is satisfied and would incurs costs by changing brands 4. Customer values the brand and sees it as a friend 5. Customer is developed to the brand. Brand equity is highly related to how many customers are in classes 3, 4 or 5. It is also related according to Aaker, to the degree of brands- Name reorganization, perceived brands quality, strong mental and emotional and other assets such as patents trademarks and channel relationships. Customers will pay more for strong brands one study from that 72% of Customer stated that would pay 20% of premium for brand of choice relative to their closest competitive brands 50% said they would pay a25% of premium and 40% would pay up to 30% premium. Coke lovers are willing to pay a 50% of over the closest competitor: tide and Heinz Users a 100% premium; and Volvo users a 40% premium and although the Lexus and the Toyota Camry share the same exact engine the Lexus Brands commands $ 10000 more than the Camry brands Value of brand Equity: Clearly brand is an asset.

We defined brand Equity as the positive differential effect that knowing the brands name has on the customer to the product or service. Brand equity results in Customers showing a preference for one product over another when they are basically identical.

The extent to which customers are willing to pay more for the particular brand is a measure of brand equity. Brand equity needs to be distinguished from brand valuation, which is the job of estimating the total financial value of the NEW HORIZON COLLEGE 7

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brands. Certain companies base their growth on acquiring and building rich brand portfolios.

The world's 10 most valuable brands in 2001 were in (rank order): CoCa Cola Microsoft, IBM, General Electric Nokia, Intel Disney, ford MCDonalds and AT & T. Coca cola s brand 9 billion and Microsoft $65 billion IBM s $ 53 billion. With these companies brand is typically over one-half of the total company market these Capitalization .US lies do not list brand equity on their balance Sheets because of the attributions of the estimate how ever this done by some companies in United Kingdom Hong Kong and Australia. The estimates is based in part on the price premium the brand commands The extra volume its moves over an average brand John Stuart co- founder Of Quaker Oats said ―if this business was split up I would give u the land And bricks and mortar, and I would take the brands and trademarks, and I would fare better thanyou‖. 1.2.1 High brand equity provides a number of competitive advantages: Company will have more trade leverage in bargaining with Distributors and retailers cause customers expect them to carry the brand. The company can charge a higher price than its competitors because the Brand has its perceived quality. The company can more easily launch extensions because the brand name carries higher debility. 4. The brand offers the company some defense against the price Competition Managing and equity -A brand needs to carefully managed So that its Equity does not depreciate is requires maintaining or Improving brand Awareness, perceived quality and National and Positive associations: These tasks require continuous

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R&D investment, ill full advertising and excellent trade and customer service. Procter and Gamble believes ~that Well Managed brands are not subjected to a brand Life cycle .Many brand Leaders~ Of years ago are still today's brand Leaders Kodak, Wrigley's Gillette, coca Cola Heinz and Campbell soup Some Analysts see brands as Outlasting a company's specific products and Facilities they see brands as the companies' major enduring asset every Powerful brand really represents a set of loyal customers. Brands equity is A Major contributor to Customer 0.0 Equity. The proper focus of marketing Planning is to extend Customer Lifetime value, with brand management serving as a major Marketing Tool. Unfortunately many companies have mismanaged their brands. Branding Challenges: Branding poses several challenges to the Marketer. Branding decision: To Brand or not Brand? The first decision to whether to develop a brand name for a product. In past, producers and Intermediaries sold their goods out of brain, bins and cases, without any Supplier identification .buyers depended on the seller's integrity. The Earliest signs of branding were the medieval guild's efforts to require Crafts People to put trade marks on their products to protect themselves And Consumers against inferior quality .In the fine arts, too, branding Began with artists signing their works.

Today branding is such a strong force that hardly anything goes UN Branded .so called commodities does not have to remain commodities. Salt Is Nuts and bolts are packaged in cellophane with a distributor label, and Automobile components -spark plugs and tires, filters-bear separate brand Names from auto makers. Fresh food products -such as chicken, turkey And salmon-are increasingly being sold under strongly advertised brand Names. Even bricks

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do not have to be seen as commodities. Why do sellers brand their products when doing so, clearly involves costs? Branding gives sellers several advantages: The brand names makes easier for the sellers to process orders and track. The seller's brand name and trade mark provide legal protection of unique Product features. Branding helps the sellers a segment markets. Instead of P&G's selling a differently and. aimed at specific benefit-seeking segments. Strong brands help build the corporate image making it easier to launch new.‘ brands and gain acceptance by distributors and consumers. Distributors and retailers want brand names because brands make the Product easier to handle, hold production to certain quality standards, Strengthen buyer's preferences and make it easier to identify suppliers. Consumers want brand names to help them identify quality differences and Shop more efficiently. 1.2.2 Brand -Sponsorsdecision: A manufacturer has several options with Respect to brand sponsorship. The product may be launched as a Manufacture Brand(Sometimes called as a national brand) a distribute brand also called Alternative is for the manufacturer to produce some out put under its own IBM sells virtually all of their products under their own brand names. Hart Names such as Christian Dior, Pierre Cardin and Johnny Carson Whirlpool produces both under its own name and distributors names 'sears Kenmore' although manufactures brands dominate large retailers and Wholesalers have been developing their own brands. Sears has created Several names -Diehard batteries, craftsman tools Kenmore appliances - That brands the body show of gap and Marks and

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SpencesorscaJ!Y mostly Own brand Merchandise .In Britain 2 large supermarket chains have Developed popular Store brand colas Sains bury cola and classic cola. Sainsbury Britain's Largest Food chains sell 50% of stores label goods. Some experts believe that 50% is natural limit for carrying private brands because consumer Prefer certain national brands many product categories Are not feasible or Attractive On private brand Basis

1.2.3 Why do intermediaries bother to sponsor their own brands?

They have to hunt down qualified suppliers who can deliver consistent Quality order large quantity and tie up their capital in inventories and Spend Money promoting a private label private brands offer 2 advantages Firstly they are more profitable intermediaries search for manufacturers With Excess Capacity that will produce the private label at low cost. >

Other cost such as Research and Developments advertising sales promotion & physical Distributions are also much lower .this means that the private Retailers Develop Exclusive store brands to differentiate them from Competitors.

1.2.4 Brand name decision:

Manufactures and service companies who brand their product must choose which brands names to use four strategies are available:

J) Individual names: These Polices is followed by General Mills. Major Advantages of individual names strategies are that the company does not tie its reputation to its products. If the products fails or appears to have low quality the companies name or image is not hurt. Manufacture Of good quality watches such

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as Seiko can introduce lower quality line of Watches without diluting Seiko name. The strategy permits the trim to Search for the best name for each new product. 2) Blanket family names: this policy is followed by Heinz and in General Electric Blanket family name has also advantage. Development Cost is less because there is no need for name research or heavy Advertising Expenditures to create Brand name and recognition. Further More sales of a new product are likely to be strong if the manufacture Name is good. 3) Separate family names for all products: This policy is followed by Sears .where a company produces quite deferent products it is not Decidable to use one blanket family name. Swift and company developed a separate family name for its Hams &fertilizers. When Med Johnson Developed a diet supplement for gaining waits it created a new family Name. Companies often invent different family names for different Quality lines within the same product class. 4) Corporate name Combined with individual product name: This policy Is followed by Kellogg as well as Honda. GE & Hewlett Packard. The Company name legitimizes individual name Individualizes the new Product once a company decides a brand name strategy it faces the target of choosing the specific brand name. The company could choose\\the name Of a Person location quality lifestyle al1ificial name. Normally companies choose brand names by generating a list of possible Names debating their Merits eliminating all but a few testing them with Target Customer Making a final Choice .today many companies hires marketing Research Firm to develop and Test names these companies loose human Brain Storming sessions and database catalogued ~y association sounds and other Qualities many firms strive to build a unique brand name that eventually will become intimately

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identified with the product category. A common misconception is that brands are basically built by advertising .It is true that TV advertising in its early days was the most effective brand Building tool. There were very few TV station and people watched the Comedies dramas and ads with almost equal interest. Now viewers may be watching one of dozens Of TV station and many are zapping or ignoring The Commercial. In tact many more are simply not watching TV. They are Busy On their computers or engaged in recreational activities Marketers are therefore turning to other tools for attention to their brands .Among the Most Important are: Public relation and press releases. Brands can gain a lot of attention from well placed and magazine stories sponsorships: Brands are frequently promoted in sponsored events such as world famous bicycle and cars races clubs and consumer communities: Brands can from the center of a CUSTOMER COMMUNITY, SUCH AS Harley-Davidson motor cycle owners or Bradford plate collector factory visits: Hershey and Cadbury‘s two candy companies have built theme parks at their factories and they invite visitors to spend a Day.

Trade shows: trade shows represent a great opportunity to build brand Awareness, knowledge and interest. Event marketing; many automobile companies make an event out of introducing their new car models. Public facilities: Perrier, the bottled water company. Etched its identity in the Public parks to promote healthful lifestyle.

Social cause marketing: Brand can achieve a following by donating Money to charitable cause.

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2.INDUSTRY AND COMPANY PROFILE

2.1 INDUSTRY PROFILE

Television in India is a huge industry which has thousands of programs in many languages. The small screen has produced numerous celebrities. More than half of all Indian households own a television. As of 2012, the country has a collection of over 823 channels of which 184 are pay channels. As per the TAM Annual Universe Update - 2015,India now has over 167 million households (out of 234 million) with television sets, of which over 161 million have access to Cable TV or Satellite TV, including 84 million households which are DTH subscribers. Digital TV households have grown by 32% since 2013 due to migration from terrestrial and analog broadcasts. TV owning households have been growing at between 8- 10%. Digital TV penetration is at 64% as of September 2014. The growth in digital broadcast has been due to the introduction of a multi-phase digitization policy by the Government of India. An ordinance was introduced by the Govt. of India regarding the mandatory digitization of the Cable Services. According to this amendment made in the section 9 of the Networks (Regulation) Amendment Ordinance, 1995, the I&B ministry is in the process of making Digital Addressable System mandatory. As per the policy, viewers would be able to access digital services only through a set top box (STB).It is also estimated that India now has over 823 TV channels covering all the main languages spoken in the nation. Star TV Network introduced five major television channels into the Indian space that had so far been monopolized by the Indian government- owned Doordarshan: MTV, STAR Plus, Star Movies, BBC, Prime Sports and

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STAR Chinese Channel. Soon after, India saw the launch of Zee TV, the first privately owned Indian channel to broadcast over cable followed by Asia Television Network (ATN). A few years later CNN, and National Geographic Channel made their foray into India. Later, Star TV Network expanded its bouquet with the introduction of STAR World India, STAR Sports, ESPN, Channel V and STAR Gold.

With the launch of the TamilSun TV in 1992, saw the birth of its first private television channel. With a network comprising more than 20 channels in various South Indian languages, Sun TV network recently launched a DTH service and its channels are now available in several countries outside India. Following Sun TV, several television channels sprung up in the south. Among these are the Tamil channel Raj Television and the channel Asia net, both launched in 1993. These three networks and their channels today take up most of the broadcasting space in South India. In 1994, industrialist N. P. V. RamasamyUdayar launched a Tamil channel called GEC (Golden Eagle Communication), which was later acquired by Mallya and renamed as Vijay TV. In Telugu, Telugu daily newspaper Eenadu started with its own channel called ETV in 1995 later diversified into other Indian languages. The same year, another Telugu channel called Gemini TV was launched which was later acquired by the Sun Group in 1998.

Throughout the 1990s, along with a multitude of Hindi-language channels, several regional and English language channels flourished all over India. By 2001, international channels HBO and History Channel started providing service. In 1999–2003, other international channels such as Nickelodeon, Cartoon Network,

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VH1, Disney and Toon Disney entered the market. Starting in 2003, there has been an explosion of news channels in various languages; the most notable among them are NDTV, CNN IBN and AajTak. The most recent channels/networks in the Indian broadcasting industry include UTV Movies, UTV Bindass, Zoom, Colours, 9X and 9XM. There are several more new channels in the pipeline, including Leader TV.

2.2COMPANY PROFILE

Sun TV (India)

Sun TV

Launched 1993

Network Sun Network

Owned by Sun Network

Picture format MPEG-4

Country India

Chennai, , Headquarters India

Sister sun news,sunmusic,

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channel(s)

Website Sun TV Homepage

The Company was incorporated as Sumangali Publications Private Limited on December 18, 1985. The word `private' in the name of the Company was deleted with effect from July 1,1996 pursuant to Section 43A(1A) of the Companies Act, 1956. The name of Company was changed to Sun TV Limited by a special resolution of the members passed at an extraordinary general meeting held on March 23, 2000. The fresh certificate of incorporation consequent to the change of name was granted to the Company on March 27, 2000, by the Registrar of Companies, Tamil Nadu. The word 'private' was reinserted in the name of the Company by the provisions of Section 43A(2A) of the Companies Act, 1956 on October 9, 2001. The status of the Company was subsequently changed to a public limited company by a special resolution of the members passed at an extraordinary general meeting held on December 15, 2005. The fresh certificate of incorporation consequent on change of name was granted to the Company on December 27, 2005, by the registrar of Companies, Tamil Nadu. Additionally, the registered office was shifted from 182, Kodambakkam High Road, 600 034, India to 367/369, Anna Salai, Chennai 600 018, India with effect from December 12, 2005 by a resolution of Board dated December 5, 2005.

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2.2.1 Broadcasting Sun TV was first launched in Tamil, on April 14, 1993 with three hours of programming every day, by Mr. . The amount of programming was gradually increased over a period of time with Sun TV becoming a 24 hour channel in January 1995. Sun TV is currently a free to air channel. Following the launch of Sun TV, launched Sun News, the news and current affairs based channel in May 2000. KTV, a 24 hour film based Tamil channel with its primary focus on films and film based program in October 2002. SN launched Sun Music, the first 24 hour Tamil music channel, in September, 2004. This channel features film and non film based programs. Sun News, KTV and Sun Music were subsequently converted into pay channels. It launched the first Malayalam channel Surya TV in October 1998. The channel has a programming mix of both film based and non film based programs. It launched a film and music based 24 hour Malayalam language channel, Kiran TV, in January 2005.

2.2.2 FM It launched our first radio Frequency Modulation (FM) channel in Tamil in three major cities of Tamil Nadu, i.e., Chennai in May 2003 and in and in March 2003. As on December 31,2005, we had two subsidiaries namely Kal Radio Limited and South Asia FM Limited. Kal Radio Limited and South Asia FM Limited were incorporated for the purpose of bidding for FM licenses under the Phase II Policy of MIB.

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2.2.3 Key Events and Milestones

Year Key Events, Milestones and Achievements

April 1993 Sun TV channel commences broadcasts on a four and a half hour per day, time sharing basis

January 1995 24 hour broadcasts of Sun TV September 1998 Domestic up linking commences from Chennai through VSNL October 1998 Surya TV channel launched March 2000 Domestic up linking through own teleport commences from Chennai March 2000 Fully digital transmission of all TV channels commences May 2000 Sun News channel launched October 2001 KTV channel launched March 2003 Suryan FM launched in Coimbatore and Tirunelveli May 2003 Suryan FM launched in Chennai January 2005 Kiran TV channel launched September 2004 Sun Music channel launched

2006 -Sun TV Ltd has announced the launching of 3 more FM Radio Stationsunder the brand S FM from November 06, 2006 through its subsidiariesKal Radio Ltd and South Asia FM Ltd.

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-Sun TV Ltd has announced that the Board of Directors of the Companyand Gemini TV Pvt Ltd (GEMINI) have approved the amalgamation ofGEMINI with the Company. -Sun TV equity shareholders to approve Scheme of Amalgamation &Arrangement -Makkal TV ties up with Sun TV

2007 - Sun TV signs exclusive Cable & Satellite channels agreement withNimbus Communications Ltd. -Sun TV Network Ltd has informed that the Company, through its subsidiary - South Asia FM Ltd (SAFL) has entered into a strategicalliance with Red FM to further its FM business inthe North, West and East Indian markets. - Company name has been changed from Sun TV Ltd.to Sun TV NetworkLtd. -The Company has issued Bonus Shares in the Ratio of 1:1. - The Company has splits its face value from Rs10/- to Rs5/-.

2008 -Sun TV Network lauches FM station at Nagpur -Sun TV launches FM station at -Sun TV launches FM Station at - to Produce Superstar''''s ENDHIRAN

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2009 - Sun TV Network Ltd has informed that Mr. Ajay Vidayasagar has beenappointed as the Chief Operating Officer (COO) of the Company witheffect from June 15, 2009. The Company has submitted to BSE a PressNote of the Company issued in this regard. - Sun TV Network Ltd has appointed Mr. S Selvam as an AdditionalDirector of the Company with effect from August 10, 2009 to holdoffice up to the date of ensuing Annual General Meeting.

Mr. Kalanithi Maran

Chairman

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ABOUT SUN T.V NETWORKS :

Sun TV Network, India's largest media conglomerate has powerpacked Twenty Nine TV Channels with the reach of more than 95 million households in India. SunT.V Network's channels can be viewed in 27 countries including U.S.A, , , , , Srilanka, , Australia and New Zealand.

Holding a bouquet of Twenty Nine top-rated channels in its clutch, SunT.V Network has got a reach, frequency and patronage that other groups covet but can't compete with SunT.V Network believes in giving the viewers wholesome fare. Be it news or entertainment, it is there first. If it is happening South of Vindhyas, its on SunT.V Network.. With Twenty Nine channels in four Indian languages, it is able to connect to the Southern Diaspora erasing geographical distances.

The response to the programs and the viewership of the news has been phenomenal.. Every single South Indian channel that boasts of a No. 1 slot among its viewers belongs to the SunT.V Network. Millions of people all over the world watch a channel of SunT.V Network. With every program a sell-out, every single transmission digitized, every serial a hit, for millions of viewers all over the world every day is indeed a Sunday.

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Awards: * Exchange4media Indian News Broadcasting Awards (EINBA) "News Television Entrepreneur of the Year 2010" - KalanithiMaran, CMD,Sun TV Network * TiECon "Entrepreneur of the Year " in 2009 - Kalanithi Maran, CMD, Sun TV Network * Indian Tele Awards "Contribution to Television Award " in 2006 - KalanithiMaran,CMD,SunTVNetwork * CNBC "Business Excellence Award" in 2005 - Kalanithi Maran, CMD, Sun TV Network * Outstanding Businessman Award in the Entertainment and Information Sector in 2004-KalanithiMaran,CMD,SunTVNetwork * World's Young Achiever For Creativity in 1999 - Kalanithi Maran, CMD, Sun TV Network *India‘s Best Entrepreneur Award In 1999 –Kalanithi Maran, CMD, Sun TV Network * Indian Television Academy award for the best Tamil TV Channel for the year 2001-SunTV * Indian Television Academy award for the best Malayalam TV Channel for the year 2001-SuryaTV * Indian Television Academy award for the best TV Channel for the year 200-UdayaTV * Indian Television Academy award for the best Telugu TV Channel for the year 2001 - Gemini TV

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Tamil Channels:

SUN T.V ,SUN T.V HD , KTV , SUN MUSIC , SUN MUSIC HD , SUN NEWS , ADITYA and CHUTTI T.V .

Telagu Channels:

GEMINI T.V, GEMINI T.V HD , GEMINI MOVIES , , GEMINI NEWS , GEMINI COMEDY and KUSHI T.V .

Kannada Channels:

UDAYA T.V, , UDAYA MUSIC, , and CHINTU

Malayalam Channels:

SURYA T.V, KIRAN T.V and KOCHU T.V

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2.2.4 Products and operations:

Television channels

Sun TV (India)

Sun TV is a regional Indiancable television station. It is the flagship channel of the Chennai-based Sun Network. It was founded and currently owned by KalanidhiMaran. It was the first fully privately owned television channel in India when it emerged in 1992. It is the most viewed Tamil television channel in the world, with syndicated broadcasts in several countries, such as the United Kingdom, United States, and Canada. It remained privately held until 2006, when it was listed on two Indian stock exchanges, the National Stock Exchange of India and the Bombay Stock Exchange.

The channel broadcasts a variety of shows, such as numerous soap operas, game shows, newscasts, and shows of general entertainment. Sun TV also hosts numerous film-industry–related events in Tamil Nadu and, as of 2011, host the Sun Kudumbam Awards ceremony annually. The channel recently won an award for being the best general entertainment channel in the Asian continent. Sun TV has been accused by some Hindus of being biased against Hindus, and by the Nithyananda Foundation of slander.

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KTV Started in 2001, KTV extends the non-stop Kondattam to its viewers in a variety of programs. HOUSEFULL shows, round the clock at home. That was KTV's strategy when it lit up small screens all over Tamil Nadu in October 2001 with the silver screen's most colossal hits.

KTV zoomed to the top of the TRP charts in its first week itself and created history by being the only channel in India to have such a celebrated debut. Sun network's strategy for KTV is as always extremely simple: Have the movie buff firmly by his remote control rewarding him every single day with superhit films. And keep the couch potato well fed with a rich diet of popular serials, countdowns, live shows, evergreen classics and film entertainment 24 hours a day.

One look at a regular KTV day with 3 movies daily, it seems like the channel's advertising tagline of 'non stopkondattam' (celebration) is truly justified. A choc-a- bloc morning is packed with star interviews, film, trivia and comedy specials. Classic matinees with evergreen hits from yesteryears and of course, the coveted evening prime time where one can expect a blockbuster every single day.

KTV isn't just going to be 'THE MOVIE' channel it's got a more holistic image in mind for itself. 'THE SHOWBIZ' channel is how it prefers to call itself. Getting the rights to popular international game shows and Kollywood-ising them is one part of this master plan. Interactive being the buzzword, viewers will be involved all the way. NEW HORIZON COLLEGE 26

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Sun Music

Sun Music (originally known as SCV, Sumangali Cable Vision) is a 24-hour music channel led by the well-known Sun Network of India. The channel features Tamil music from Kollywood. Most of the shows in Sun Music requires call-in audience participation, where the callers speak to a video jockey and request songs that may be dedicated to their loved ones.

Sun Music is currently broadcast in many other countries apart from India such as Malaysia and Dubai. Sun Music is available 24/7 in Malaysia on Channel 212.

Sun News (India)

Sun News is a part of India's largest mediaconglomerate, Sun Network, based in Chennai,India having a reach of more than 95 million households in India. Sun News is viewed in 27 countries including the U.S, Canada, Europe, Singapore, Malaysia, , South Africa, Australia and New Zealand.

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Team

Established on Apr 14 2000, Sun News has established itself as the number one News Channel in Tamil Nadu. It was founded by KalanidhiMaran, the Chairman and Managing director of Sun Network. It has got a strong Editorial and Reporting team that keeps the score of the channel on the top. The News Editor of Sun News is V. Raja. The Output Editor is Raja rajan

News Casters

News casters presenting updates in Sun News channel include SujathaBabu, Mahalakshmi, Poonkuzali, Ravi , Professor AbulFiaz, Gayathri, Aiswarya, Akila among others. Rangarajan is the anchor for Business live show while Shiva Kumar comperes health show. Doctor X is anchored by Malayappan. UnmayaPoiya is presented by Raja rajan.

Updates

The Channel comes out with regular updates every hour. Updates range from world, national, regional to local news events. As the channel has a broad base of reporters and stringers, exclusive videos are shown pertaining to each news item. Also, exclusive stories are presented daily that cover large range of issues concerning Tamil Nadu.

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News Tickers & Scrolls

Sun News offers running text module and ticker that are Professionally updated regularly. The updates cast in Sun News have a vast reach.

Chutti TV

Chutti TV is a 24-hour television channel owned by the Sun Network. The target audience are children aged between 3 and 14. It was launched in 2007, making it Sun TV Network's first ever television channel for kids.

Chutti TV is a free-to-air channel available on most local cable television networks. On the DTH platform, the channel is available on in India via Channel 806. It is also available on ASTRO in Malaysia via Channel 213. It is also available In Eight Cable, Channel Name Cable, &SKYsat in India via Channel 806.

It broadcasts the shows translated into Tamil of various countries and networks. Some of the famous and most popular shows like Jackie Chan, He-Man, Astro Boy, Avatar, Dora the Explorer, Bob Morane, Lucky Luke, Spider Man, Bumba, Danny & Daddy.

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Gemini TV

Gemini TV (Telugu) is a Indian Television channel offered by Sun Network. The channel's programming includes serials, films, interactive film- based programs, game shows and News.

It is available internationally. It is available through Dish Network in the United States.

Popularity

Gemini TV was launched in 9 February 1995. It retains the position of the Number one among the Telugu channels recently. It used to attract viewers by telecasting daily serials and Popular movies. It has big movie library among other channels.

When there are many players in the media market, it is but natural that there is bound to be competition and only the best will stand at the top. A similar situation is currently happening in our and that too in the small screen circuit.

Top in the list is the Gemini TV which has been going strong since quite a while and that too with a comfortable margin. However, the second position has become a tight spot.

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Popular-Programs-on-Gemini-TV Yours-Lovingly Dance-Baby-Dance Aata-Kaavala-Paata-Kaavala Amrutham Mogali-Rekulu PavithraBandham

News segment has FOCUS in it which draws the immediate attention of viewers. With an analysis of political and human interest stories, it attracts viewers from all segments. Bearing a mark of SatishBabu, FOCUS ends every time with his cryptic comment which is always awaited by viewers. Apt scripting and attention drawing voice of SatishBabu adds to the analysis of day to day as well as offbeat issues. News segment gives you the news in very quick time.

There are many other projects committed by sun network to develop Gemini TV soon.

Gemini Music

Gemini Music is the first non-stop Telugu language music channel, operated by the Sun TV Network in India. It was initially launched as Adithya TV, but was later renamed Gemini Music. It is popular for live, interactive shows. NEW HORIZON COLLEGE 31

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Gemini Movies

Gemini Movies (Telugu) is a Telugu language Indian Television channel offered by Sun Network. It was previously Teja TV (Telugu). It is the only 24 hour movie channel in Telugu. It also telecasts movie based programs, songs and film news.

Gemini News

Gemini News (Telugu) is a 24-hour News Channel from the Sun Network of India. Though the channel was launched in May 2004 with much publicity, it failed to attract the viewers. Critics have blamed poor technical standards for the channel's lack of popularity. Now, the Sun Network is planning to revamp the service. They had appointed SatishBabu (who helped improve the ratings of MAA TV's news bulletins) as the channel's new chief. SatishBabu was with the channel for a short stint. GEMINI NEWS channel is still continuing successfully in AP media due to GEMINI TV. source : TRP AP media

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Adithya TV

Adithya TV is a 24-hourcomedychannel from the Sun TV Network in India. The channel also plays Telugu music from Tollywood. The songs are in large part played by audience request.[1]

Kushi TV

Kushi TV (Telugu) is a Kids television Channel in Telugu from Sun Television Network. It was launched in 2009 and broadcasts cartoons and kids programs in Telugu. Most of the content is similar to the content of its sister channel in Tamil chutti TV.

Udaya TV

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Udaya TV (Kannada) is a regional Kannada languageIndiancable television station. It is also the very first Kannada satellite channel in India. The channel is part of the Chennai based Sun Network of Tamil Nadu. Udaya TV is telecasted in several nations including India, Sri Lanka, Singapore, Malaysia and the USA.

Some of the other Kannada channels from Sun TV Network group are, Udaya Movies (a 24-hour Kannada movies channel), Udaya News (a 24-hour Kannada News Channel) , Udaya Music (a 24-hour Kannada music channel) and Udaya Comedy (a 24-hour Comedy channel).

2.2.5 History

Udaya TV was incorporated on 2 May 1994 as a private limited company engaged in television broadcasting with a registered office at Chennai,Tamil Nadu.. It was launched by the chairman of Sun TV, KalanidhiMaran and it started broadcasting from 1 Jun, 1994. It was the first Kannada satellite channel to go on air.. It grew rapidly and by May 2000, Udaya TV has captured 70% of ad spending on TV in the state of . It also won the Indian Television Academy's best Kannada TV channel award in the year 2001 and 2002. It also forayed into FM radio broadcasting by launching Vishaka FM, an FM channel in Vishakapatnam.. It was a free-on-air channel till 1 Aug 2004, when it was made a pay channel with a subscription fee of Rs.18. In Feb 2006, the directors of Udaya TV were Mr. KalanidhiMaran, Mr. S. Selvam and Mrs. KaveriKalanidhi. S. Selvam was also the Director of the Bangalore Bureau of Udaya TV. In Nov 2006, Udaya TV Ltd. was merged with Sun TV Ltd. along with Gemini TV Ltd.

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Notable Anchors

Deepak Thimaya, the host of ‗Time to Talk' (in English) the only English interview on any Kannada Channel in India and JEDARA BALE (in kannada), the most popular talk shows telecast in south India with a global reach. He has interviewed almost all eminent leaders representing various fields. He has also conducted more than 150 hours of live quiz on Udaya TV.

TejashwiniSreeramesh, the Lok Sabha MP from the Kanakapura constituency of Karnataka was previously an anchor of a talk show, MukhaMukhi telecasted on Udaya TV.

Srinath, a famous star, was a Vice President of Udaya TV and he also hosts a show for married couples called AadarshaDampatigalu (Ideal-Couples) on Udaya TV.

[AnupamaBhat and Srikantha], the anchors of the comedy-show Comedy Time on Udaya TV

Anand, another anchor with Udaya TV is going to make his debut as a hero in a film titled ManasugalaMaathuMadhura

Programs

Harate - Special program on the morning of every festival, such as Ugadi, Sankranthi, VijayaDashami etc.

Kurigalu Saar Kurigalu - Daily night program on making fools

Udaya News - Everyday news telecasted on mornings and evenings.

AdarshaDampatigalu (Kannada) -Best Couple competition, on every Sunday morning.

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Aksharamaale - Weekly program on Singing Competition, known as including popular game of antyakshari. The competition is held in all the major towns and cities of Karnataka.

Crime Story - By BalakrishnaKakatkar, covering the various crimes in Karnataka

Crazy Time - A Game show played on streets in different places in Karnataka

Udaya Movies

Udaya Movies is an Indian regional cable television station in the Kannada language and is part of the Sun Network. The channel is broadcast in several nations including India, Sri Lanka, Singapore and Malaysia. Originally launched as Ushe TV, it was later renamed.

Some of the other channels from Sun Network group are, Udaya TV , Udaya News (a 24-hour Kannada News Channel) , Udaya music (a 24-hour Kannada music channel) , Udaya Movies (a 24-hour Kannada Movies channel) and Udaya Comedy (a 24-hour Kannada Comedy channel).

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Udaya News

Udaya News is an Indian regional cable television station in the Kannada language and is part of the Sun Network.

Some of the other channels from Sun Network group are, Udaya TV , Udaya News (a 24-hour Kannada News Channel) ,Udaya music (a 24-hour Kannada music channel) and Udaya Movies (a Kannada Movie Channel), Udaya Comedy (a 24- hour Kannada Comedy channel).

Udaya Comedy

Udaya Comedy is a 24-hour comedytv channel which serves in Kannada language from the Sun TV Network in India. The home of the Udaya Comedy was Udaya TV that is also serves a Commercial TV channels in Kannada language.

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Chintu TV

Chintu TV is a Kannada Kids channel launched on April 12th 2009 in Bengaluru. This is the first and only Kannada Cartoon channel but not yet provided by any of the cable operators all over Karnataka, available only in DTH.

Surya TV

Surya TV is a Malayalamtelevision channel in India. Established in 1998 October 7, Surya TV is the first digital channel of India and now the channel is telecasted in MPEG4 format. The channel is part of Sun Network and telecast entertainment and movie based programs. Surya TV is operating from two studios in : Thiruvananthapuram and Kochi. Kiran TV is the sister channel of Surya TV.

Kochu TV

Kochu TV is the new Kids channel launched by Surya TV. It provides movies and other English shows, all translated into Malayalam. Besides it also showcases other 3-D movies too.

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Newsletter: Sun TV Network Ltd. has launched the first 24 hours Malayalam kids channel Kochu TV on 16 October 2011.

With the launch of Kochu TV, Sun TV Network has 21 TV channels in its bucket. The network already runs Surya TV and Kiran TV in Malayalam language.

2.2.6 Programming

Animated Programming

Fairy Tales Police Department

Dragon Booster

Master Rain Drop

Crazy Tracy

Dream Town

Hana's Helpline

KuttuvindeSwanthamPappu

Happy Birthday

Bandalero

Magic Tiger

Godzilla

Stuart Little

KuttikkurumbiSofi

Jumanji

He- Man

Magic Wonder Land

Astro Boy

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Happy Birthday Kochu

Toopy And Binoo

ToonKusruthikal

Jakie Chan

DosthBadaDosth

Mayakannan

Super Why

Casper And Friends

Anna Kathakal

Bumba

Haroldum Magic Pencilum

Super Suji

Hariyude Magic Book

Samurai

Gloria's House

Spiderman

AmmuvumAppuvum

SindubadumAlbudhadweepum

Men in Black

JeeBoomba

Informative / Original Programming

Beakman's World

Fun Time

KochuVarthagal

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Enthu?Evide?Engane?

Funniest Pets And People

Kochu Weekend

Kuttichattan

Former Programming

Tenali Raman

Max Steel

Tinku Speaking

Abi And Ebi

GulumaalBabu

Lilly

ToonThamasha

Movie Blocks (aired on weekends)

Half Ticket

My Home Theater

Kiran TV

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Kiran TV is the second Malayalam channel from Sun Network, which is based in Trivandrum, Kerala, India. It is a 24 hour Music channel, with more than 12 hours of live film songs and SMS messaging facility. The channel also airs one movie everyday and plays film songs regularly.

Sun TV RI (Rest of India) will transmit the same Sun TV content but specialized for the Rest of India i.e. all States other than Tamilnadu and enabling the Advertiser to focus on specific geographical areas.

2.2.7 Print media

Dinakaran

Dinakaran (Tamil, pronounced "Dhinakaran") is a Tamildaily newspaper distributed in India. As of March 2010, Dinakaran is the largest Tamil daily newspaper in terms of net paid circulation, which was 1,235,220. In terms of total readership, which was 16,741,000 as of May 2010, it is the second largest. Dinakaran is published from 12 centres in India namely Delhi, , Chennai, Bangaluru, , Coimbatore, Trichy, Salem, Nagercoil, Vellore, Nellai and Pondicherry.

History Dinakaran was founded in 1977 by K. P. Kandasamy in support of DravidaMunnetraKazhagam (DMK) when his father-in-law, S. P. Adithanar, chose to support Anna DravidaMunnetraKazhagam during its split from DMK. In 2005, NEW HORIZON COLLEGE 42

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Dinakaran was acquired from his son K. P. K. Kumaran by Kalanithi Maran'sSun Network.

Tamil Murasu

Tamil Murasu is a Singapore based Tamil language newspaper. Launched in 1935 by Thamizhavel G. Sarangapani, Tamil Murasu is Singapore's only Tamil language newspaper. It is one of the sixteen newspapers in Singapore.

Tamil Murasu is the main information source for the Indian community, with its coverage of wide-ranging news, from current affairs to local and foreign news as well as the latest in sports and entertainment, in addition to its strong coverage on news from the Indian community and the Indian sub-continent. The newspaper has established itself as a voice for the Tamil speaking community in Singapore.

Daily circulation

Daily Average Circulation for 2004: 238,504 (weekday) and 304,002 (Sundays) Daily Average Circulation for 2005: 866,012 (weekday) and 907,117 (Sundays)

Radio stations

Sun Network owns two Radio brands: Suryan FM and for other territories than Tamil Nadu, Red FM. Sun is one of the largest Radio broadcasters in India.

Suryan FM 93.5

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Sun TV Network owns two Radio brands: Suryan FM in Tamil Nadu and for other territories Red FM. Sun is one of the largest Radio broadcasters in India. It has become our second nature to occupy the first slot in whatever we do. Sun Group's foray into FM radio is no exception either. Tamil's first private FM stations - Suryan FM - from Chennai, Coimbatore and Tirunelveli are way ahead to its competitors. The top slot is a result of a carefully planned thoroughly enjoyable, round-the-clock, wholesome entertainment-oriented package and there is a substantial localization of content to retain the regional flavor.

Tamil Nadu

In Tamil Nadu it has stations at Chennai, Trichy, Coimbatore, Madurai, Tirunelveli and Tuticorin. It also operates in Pondicherry.

Red FM 93.5

Red FM

Red FM is an IndianFM radio brand, with stations broadcasting at 93.5 megahertz in the cities of Mumbai, Delhi, Kolkata and Kanpur in addition to Jamshedpur, Bhopal, Gwalior, Jabalpur, Indore, Nashik, Aurangabad, Nagpur, Bangalore,

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Mysore, Mangalore, Gulbarga, Kochi, Trivandrum, Thrissur, Kannur, , , Vijayawada, Vizag, Warangal, Rajahmundry, Tirupathi, Ahmedabad, Vadodara, Lucknow, Aizwal. Allahabad, Varanasi, Jaipur, Bhubaneswar, Asansol, Siliguri, Gangtok, Guwahati and Shillong. It was launched in 2002, playing a mix of Hindi and English songs. However, the programming is now 100% exclusively Hindi.The channel is owned by KalanidhiMaran, with a 48.9% stake, as well as minority holdings of Hyderabad-based IT company Value Labs, NDTV, Astro. It was acquired from India Today promoter Living Media in January 2006. Their punchline is 'BajaateRaho' (Keep Playing). The most widely broadcast shows include "Morning No.1", "Dilse", "Mumbai Local", "One Two ka Four", "MeraWalaGana", "Superhits Music Show", "RDX", "Indore Beats" and "Nomoshkar Kolkata". In one of the recent developments at Super Hits Red FM 93.5 Virag Mishra joined the team as a National Creative Head. Virag the recipient of the esteemed Stardust Award for standout performance as a lyricist is from advertising background. Starting August 14, 2009, S FM or Suryan FM was re- branded into RED FM across 38 cities in INDIA. S FM took over Red FM in August, 2009 and re-branded all its stations to Red FM except for the ones in Tamil Nadu.

Sun Pictures

Sun Pictures is a film distribution and productionstudio unit of Chennai, based Sun Network owned by KalanidhiMaran. Founded in 2008, it started distributing

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low-budget Tamil-language films, KadhalilVizhunthen being the first, and holds the credit of producing India's costliest film (2010).

Sun Direct

Sun Direct is an Indian direct broadcast satellite service provider. Its satellite service, launched on 2005, transmits digital and audio to households in India. Sun Direct uses MPEG-4 digital compression technology, transmitting on INSAT 4B at 93.5°E. andMEASAT-3 at 91.5°E. It is the country's first MPEG-4 technology DTH service provider.

Its primary competitors are cable television and other DTH service providers— Airtel digital TV, Reliance Big TV, DD Direct+, Dish TV, TATA Sky and Videocon .

2.2.8 History:

Sun Direct is a joint venture between the Maran's Sun Network family and the Astro Group of Malaysia. Sun TV entered into an MoU with the Astro group in January 27, 1997, when Aircel was not in existence, but since the government of India did not allow the use of KU band transponders for DTH services the project was put on hold, the firm said in a statement. After the DTH policy was announced by the government in December 2007, Astro picked up a 20% stake in Sun Direct TV, the stake was valued at approximately $115 million. Sun Direct TV was registered on February 16, 2005. However, the failed launch of INSAT 4C resulted

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in a lack of transponders, delaying the launch. The service was finally launched on 18th Jan 2008 after availability of transponders from INSAT 4B.

Sun Direct offered subscribers a satellite dish and Set-top box for free and basic monthly plan as low as 148 (approximately). Currently basic monthly plan costs 169(approximately).

Sun Direct spread rapidly all over the country owing to lowest pricing of any DTH services in India. In December 2009, Sun Direct was launched in Mumbai, Country's financial capital and announced its pan India launch. By 2009 it became the leading DTH provider with 3 million subscribers. This makes it the second largest DTH service provider of India. In April 2010 Sun Direct became the No. 1 DTH service provider of India with 5.8 million subscribers and soon officially launched its HD service in India.

INSAT-4B glitch and satellite change

On July 7, 2010 a power glitch in the INSAT 4B satellite turned down the DTH system partly and SUN Direct announced that the service will be free till whole services are restored.The partial service was restored on INSAT 4B with 193 channels and meantime SUN Direct is now transmitting 173 channels on MEASAT-3 for uninterrupted transition of its customers from INSAT 4B at 93.5°E. toMEASAT-3 at 91.5°E. Sun direct now using 4 Measat-3 Transponders(TP's) and 3 INSAT-4B TP's to provide DTH services, and additionally through exclusive agreement with BIG TV, a DTH arm of Reliance ADAG group, Sun Direct Shares 2 TP's of BigTV(BIG TV holds 12 TP's in Measat-3),i.e. BIG TV allows SunDirect to get signals of FTA channels to Sun

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direct. Now Sun Direct stopped it's Standard Definition TV services from INSAT- 4B and moved its High Definition TV Services to INSAT-4B, Sun Direct now its entire Standard Definition TV is from Measat-3. Sun Direct becomes the second DTH Provider to change satellite. The service is very poor or no service from sun direct.

Sun Direct HD

Sun Direct is also the first to provide high-definition television services in India.It provided the HD beam from Measat 3 at 91.5.Starting with two HD channels (National Geographic Channel HD and Tamil / Telugu HD Service).Now the HD beam is from INSAT-4B. It is the first DTH service provider to show IPL 3 in HD format and has tie up with SET Max.

Subscriber base

Sun Direct had about 6 million subscribers as of December 2010. There are about 30 million DTH subscribers in India as of February 2011.

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Sun Kudumbam Awards

The Sun Kudumbam Awards is an awards ceremony held to honor the cast and crew of the television serials which air on Sun TV, presented by Sun Network. This is the first time in the Tamil Television industry where awards are given for performances in Television serials. The first awards ceremony happened in 2010.

Nominations

The top four performances in all serials, including the serials that have ended the past year, in different categories are chosen by jurors. During February and March, the nominees are interviewed on Sun TV and viewers are asked to cast their votes by text messaging their favorite actor in each category. The actor receiving the highest votes are proclaimed winner of the award in that category.

Technical awards are given to backstage technicians, such as screenwriters and directors, by Sun Network and are not chosen by viewers.

2.2.9 Awards

General awards

Best Overall Performance Award

Best Actor Award

Best Actress Award

Best Supporting Actor Award

Best Supporting Actress Award

Special Jury Award

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Best Serial Award

Lifetime Achievement Award

Performance awards

Best Mother Award

Best Father Award

Best Brother Award

Best Sister Award

Best Mother-in-law Award

Best Father-in-law Award

Best Male Villain Award

Best Female Villain Award

Technical Awards

Best Director Award

Best Screenwriter Award

Best Dialogue Writer Award

Best Cinematographer Award

Best Music Director Award

Best Editor Award

Ceremonies

2010 - 1st Sun Kudumbam Awards

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2.2.10 Future plans of Sun TV network:

The new arrangement will enhance Sun TV‘s presence in the market and give it an edge. Sun TV Network has a bright future in the entertainment business. The tie-up with Network 18 and creation of Sun 18 is slated to create a dent on the Rs 18,000 crore pay television market. This comes on the back of an expectation of strong growth in its core business. Sun TV has a leadership position in three of the four lucrative southern markets, accounting for around 73 per cent of the regional TV ad market. DTH and analog average revenues for Sun TV are extremely low at around Rs 26 and Rs 17 as compared to the industry average of around Rs 160 and Rs 155, respectively.

Despite this and the loss-making radio operations, the operating profit is around 75 per cent, which is rather high for a media company. But, the hike in advertising rates is expected to boost revenue growth and lower losses from the radio business, where operating losses amounted to Rs 20 crore, and break even in FY12. Ad rates have been increased five to 33 per cent across channels. The average revenue per unit (ARPU) is also slated to rise from Rs 26 to Rs 40 a month as five more Malayam channels turn to the ‗pay‘ mode from free to air.

Overall, the media and entertainment industry is expected to rebound and record a compounded rate of around 13 per cent over the next five years. Here, the television sector is expected to fare well and grow around 15 per cent. The television channels have quadrupled to around 460 since FY04. The going has been good for this media. Sun TV, with its regional dominance, has been a strong player, cornering around 73 per cent regional advertisement revenues.

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During the March 2010 quarter, the company reported a subscriber base of a million and a sharp uptick in DTH realisations to Rs 35-36 a month (from Rs 26-27 a month) on account of five new niche channels turning pay, adding to the company‘s ARPUs, say analysts at Angel Broking. With the new tie-up the market just opens up for Sun TV. Analysts expect the implications of this to be factored in as execution picks up.

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3.RESEARCH DESIGN

3.1 STATEMENT OF PROBLEM The research problem is selected for the purpose of this project is study of Brand Equity with reference to SUN Network. This study endeavors to collect the information on preferences/ various problems etc for the respondents with regard to brand equity of SUN Network. Scope of the study: The scope contains collections of data from all the people who frequently watch SUN Network Channels, for watching different programs and movies.

3.2 OBJECTIVE OF STUDY *To study the level of the Brand equity of SUN Network. *To find out the opinion of the customers towards SUN TV NETWORK *To get a meaningful idea on what Indian consumer want from a Media industry.

3.3 NEED OF STUDY It's important for the company to know what customers think about their brand. It will help them to take steps to create a good brand image and brand equity.

3.4 SCOPE OF STUDY This study was carried out at the Bangalore office UDAYA TV 'Maran Towers' No.9 Brunton Road, Where data is collected from 100 viewers of SUN NETWORK channels NEW HORIZON COLLEGE 53

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3.5METHODOLOGY

3.5.1 DESIGN OF STUDY: A special drafted questionnaire as appended in the annexure listing - Questions was drafted to elicit information from the actual customers of SUN TV NETWORK the information sought to be collected conveys the entire Amount of Information required evaluating the BRAND EQUITY OF SUN TV Network

3.6 RESEARCH METHODOLOGY Keeping in view the objectives of study a market research was adopted. Data was collected with the help of questionnaire from the viewers of SUN TV Network. A) Method of data collection Primary data: collected using Questionnaires and interviews Secondary data: was collected from periodicals and books and SUN TV NETWORK Web site. B) Research method: Descriptive Method C) Sampling Unit: The target population consisted of those who were regularly viewing SUN TV NETWORK channels D) Sampling Size: Sampling sizes of 100 people were surveyed for the accomplishment of this research study. E) Sampling method: Convenience sampling

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F) Tool of analysis: Percentage analysis

3.7 LIMITATIONS OF STUDY a) The study was restricted to the city of Bangalore only and therefore the Results of this study cannot be generalized to the other parts of the country. b) The sample size is small therefore it was difficult to generalize and Quantify the entire market. c) Due to the time constraint an extensive research could not be undertaken so therefore the pie size restricted to 100 respondents. d) Analyses of the data obtained from the questionnaire were done on the Assumption that e respondents gave the correct information. e) The survey was conducted with only to respondents who viewed SUN TV NETWORK Channels at The particular time.

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3.8 CHAPTER SCHEME

Chapter 1: This deals with general introduction and theoretical background of the study.

Chapter 2: This chapter contains company profile of SUN TV Networks.

Chapter 3: This chapter gives the description of the statement of the problems, objective of the study, limitation, research design, sampling procedures, data collection techniques.

Chapter 4: This chapter includes classification and tabulation of data, analysis and interpretation of data.

Chapter 5: This chapter includes finding, suggestion and conclusion.

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4.DATA ANALYSISANDINTERPRETATION

Table 4.1: AGE OF THE VIEWERS

Age factor Respondent In % BELOW 20 15 15 21-30 19 19 31-40 36 36 41-50 30 30 Total 100 100 Source: Primary

Analysis: - The above table shows that out of 100 respondents, 36% of them belong to the age group of 31-40 years. The age group of 41-50 years constitute of 30% respondents. The age group of 21-30 years constitutes 19% of them. The age group of 20 & below constitutes 15% of them respectively.

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Graph 4.1: AGE OF THE VIEWER

In terpretation:- It can be inferred that the majority of the respondents belong to the age group of 31-40 years.

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Table 4.2:OCCUPATION OF THE VIEWERS

OCCUPATION RESPONDENTS In % Student 18 18 Employed 24 24 House wife 36 36 Others 22 22 Total 100 100 Source: Primary

Analysis: - The above table shows that 36% of the respondents who view sun network channels are housewives. 24% are employed persons, 18% are students & 22% are others respectively.

Graph 4.2: OCCUPATION OF THE VIEWERS

Interpretation:- It can be identified that the majority of the viewers of the sun network channels are the housewives.

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Table 4.3: MONTHLY INCOME OF THE VIEWERS

MONTHLY INCOME RESPONDENT In % Below 10000 38 38 10000-15000 20 20 15000-20000 18 18 20000 & above 24 24 Total 100 100 Source: Primary

Analysis:- The above table shows that 38% of the total respondents have a monthly income of below Rs.10000. likewise the income groups Rs. 10000-15000 is 20%.

Graph 4.3:MONTHLY INCOME OF THE VIEWERS

Interpretation:- it can be identified that the majority of the respondents belonging to the income groups of Rs.5000-Rs.10000

Table 4.4: PROBLEMS FACED BY THE VIEWERS

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PROBLEMS FACED BY RESPONDENTS In% THE VIEWERS YES 18 18

NO 82 82

TOTAL 100 100

Source: Primary

Analysis: - The above table shows that 18% of the total respondents have faced problems while viewing sun network channels. The remaining 82% of them have faced no problems at all.

Graph 4.4: PROBLEMS FACED BY THE VIEWERS

Interpretation:- It is identified that most of the respondents have not faced any problems.

Table 4.5:KNOWLEDGE OF CUSTOMER ABOUT SUN NETWORK

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KNOWLEDGE OF RESPONDENTS In % CUSTOMER Newspaper 10 10

Word of mouth 18 18

Television 35 35

Advertisement 15 15

Publicity 22 22

Total 100 100

Source: Primary

Analysis :- From the above table 35% of the total respondents have come to know about sun network channels through television publicity & 10% of the responds have come to know by news paper and others 18% of them come to know by word of mouth 15 & 22 % of them have come to know by advertisement and publicity

Graph 4.5: KNOWLEDGE OF CUSTOMER ABOUT SUN NETWORK

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Interpretation: - From the above graph we can find the most number of viewers have to know sunnetwork channels by television.

Table 4.6:CUSTOMER EXPERIENCE WHILE VIEWING SUN TV NETWORK

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CUSTOMER RESPONDENTS IN % EXPERIENCE Good 86 86 Bad 14 14 Total 100 100 Source: Primary

Analysis:- It is found out that 86% of the respondent have good experience in viewing sun network. The other 14 % didn‘t have good experience while viewing sun network.

Graph 4.6:CUSTOMER EXPERIENCE WHILE VIEWING SUN TV NETWORK

Interpretation:- The majority of the viewers have a good experience viewing sun network.

Table 4.7:OPINION OF THE VIEWERS ABOUT SUN TV NETWORK

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Opinion Respondent In% Excellent 46 46% Satisfactory 20 20% Moderate 24 24% Poor 10 10% Total 100 100 Source: Primary

Analysis:- It is identified that 46%of the viewers opinion about sun network is excellent. 20% of the viewers‘ opinion is satisfactory. 24% of the viewers‘ opinion is moderate & 105 of the viewers have poor opinion.

Graph 4.7: OPINION OF THE VIEWERS ABOUT SUN TV NETWORK

Interpretation:- It can be inferred that majority of the customers‘ opinion about sun network is excellent.

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Table 4.8: QUALITY OF RELAY GIVEN BY SUN TV NETWORK TO ITS VIEWERS

RELAY BY SUN RESPONDENTS In % NETWORK YES 95 95

NO 5 5

Total 100 100

Source: Primary

Analysis: - From the above table, it is found out that 95% of the respondents satisfied with the relay provided by sun network. Only 5% of them feel it is not good.

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Graph4.8: QUALITY OF RELAY GIVEN BY SUN TV NETWORK TO ITS VIEWERS

Interpretation: - From the above graph, it‘s found out that majority of the customers‘ feel that relay is good.

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Table4.9: LEVEL OF SERVICES PROVIDED BY SUN TV NETWORK

SUN NETWORK RESPONDENTS In % SERVICES

Satisfactory 64 64

By more than expected 26 26

None 10 10

Total 100 100

Source: Primary

Analysis :- From the above table, we can find out that 64% of the viewers feel they are satisfied with the services provided by sun network & 26% of the respondents felt it was more than expected. 10% of the viewers rated the services as none

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Graph 4.9: LEVEL OF SERVICES PROVIDED BY SUN TV NETWORK

Interpretation: - Majority of the customers are satisfied with the services of sun network.

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Table4.10: COMPARISION OF SUN NETWORK AS NO.1 VS OTHER CHANNELS

COMPARISION OF SUN RESPONDENTS In % NETWORK AS NO.1 Yes 90 90

No 10 10

Total 100 100

Source: Primary

Analysis :- From the above table, we can find out that 70% of the viewers fell that sun network channels are no.1 in television network while 30% of respondents feel it is not no.1.

Graph 4.10: COMPARISION OF SUN NETWORK AS NO.1 VS OTHER CHANNELS

Interpretation:- from the above graph, majority of the viewers feel sun network is no.1.

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Table 4.11: FAITH OF THE VIEWERS IN THE SUN TV NETWORK

FAITH IN THE RESPONDENTS In % SYSTEM

TRUE 80 80

CANT SAY 14 14

NO CONCERN 6 6

Total 100 100

Source: Primary

Analysis: - From the above table, it is identified that 80% of them say they have faith in the system. 14% of the respondents feel they can't say & 6% have no concern towards it

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Graph 4.11: FAITH OF THE VIEWERS IN THE SUN TV NETWORK

Interpretation: -From the above graph, we can find out that 80% have faith in the network.

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Table 4.12: WORTH OF VALUE OF MONEY

VALUE OF MONEY RESPONDENTS In %

YES 84 84

NO 16 16

Total 100 100

Source: Primary

Analysis: - In the above table, 85% of the viewers feel that sun network channels have got their money‘s worth. The 32% of the respondents feel otherwise.

Graph 4.12:WORTH OF VALUE OF MONEY

Interpretation:- It is inferred that majority, i.e. 84% of the respondents feel they got the money‘s worth compared to the other 16%

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5. FINDINGS, SUGESTIONS & CONCLUSION

5.1 Findings: *We found that for 100 respondents, 36% of them belong to the age group of 31-40 years. The age group of 41-50 years constitute of 30% respondents. The age group of 21-30 years constitutes 19% of them. The age group of 20 & below constitutes 15% of them respectively.It can be inferred that the majority of the respondents belong to the age group of 31-40 years. *And 36% of the respondents who view sun network channels are housewives. 24% are employed persons, 18% are students & 22% are others respectively. * 38% of the total respondents have a monthly income of below Rs.10000. likewise the income groups Rs. 10000-15000 is 20%.

*About 70% of customers wanted to view SUN TV NETWORK Channels repeatedly for watching the programs and movies in SUN NETWORK CHANNELS.

*Majority of the customers of SUN TV NETWORK are very much satisfied with the services provided by the SUN NETWORK CHANNELS.

*Some of the customers don't like few of the features for example Lots of advertisements during some important programs, etc. * About 80 % of the customers wanted to view the SUN NETWORK CHANNELS repeatedly because of its services and features. * Most of the customer i.e. 70% of the customer rate SUN TV as the number one as compared to other CHANNELS in India.

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* About 82% of the respondents out of 100 have not faced any problems when they viewed SUN TV NETWORK CHANNELS consistently. * SUN TV NETWORK has taken many steps to make people know or aware of it by advertising in local news paper and medias and also through radio and magazines. *Many customers have been satisfied with the Clarity of the channels, and its excellent programs facilities. *It has been found that85% of the viewers feel that sun network channels have got their money‘s worth.

5.2 Suggestions:

*They should be given more motivation programs and also they should be given more importance on the motivation programmers for needy viewers. So, it will help them to improve their efficiency.

*It has been observed that many of the customers have known about SUN TV NETWORK through Televisions publicity .therefore it should take effective steps to improve the awareness especially through newspapers.

* It should take effective steps to make the brand awareness among the customer so it will make good relation with the customer/viewers and the SUN NETWORK.

* SUN TV NETWORK CHANNELS should release good regional programs, which provide good statement to the society and full pack of programs.

* From survey we have found that some of the people have lost their signals, this should be controlled.

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* From the survey we have found out that many of customers were unable to view SUN NETWORK CHANNELS, because of some cable TV operators problems so it should take effective steps to solve this problem.

* SUN TV should decrease more number of advertisements during important programs so that every people could go and watch the movies.

5.3 Conclusions:

*The SUN TV NETWORK have created a very strong brand name and is one of the highest grossing networks in South India.

* There are positive costumer feedbacks and responses.

* There is constant growth on a daily basis.

* SUN TV NETWORK has now touched the heart of many viewers and has become an important source of entertainment in their daily lives.

* There are factors that attracts the customer to view SUN TV NETWORK CHANNELS to watch the programs and movies because of its services, clarity and good signal facilities etc.

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BIBLOGRAPHY

REFERENCE:-

I. BOOKS:

1. Marketing Management,By PhilipKotler-4th edition Published by Tata McGraw-Hill.

2. Brand Positioning, By SubrotoSengupta 2nd Edition, Published by Tata McGraw-Hill.

3. Brand Management, By Bhanu Prakash Varma Published by Thakur Publishers Chennai.

4. Researchmethodology,C. R. Kothari 3rd edition by new age international publishers

II JOURNALS:

1 BRAND EQUITY, Volume: 12 Issue: 4,

III INTERNET SITES: https://en.wikipedia.org/wiki/Sun_TV_Network https://en.wikipedia.org/wiki/Udaya_TV_-_cite_note-anand-9

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