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A report on MEDIA SPACE (Selling & Distribution) Part B In partial fulfillment of the SDM course Submitted by: Group 10 Bhavik Leuva – 2016PGP093 Bijoy Roy Chowdhury – 2013IPM031 Kalaivani G – 2016PGP163 Keerthi Naidani – 2016PGP171 Sadhana P – 2016PGP329 Sanapala Venkata Sri Harsha – 2016PGP332 Suryansh Singal – 2013IPM099 Tanya Shah – 2013IPM101 INTRODUCTION: In order to understand and evaluate the sales and distribution of the industry “Media Space”, the media conglomerate TIMES group has been chosen. The Times Group also called Bennett Coleman & Co. Ltd (BCCL) established in 1838 is India’s largest media conglomerate with a dominant presence across all media platforms and a footprint spanning the whole of Indian sub-continent. The flagship daily of the group - The Times of India – is today the largest English newspaper in the world with its sister publication – The Economic Times being world’s second-largest English business daily. TIMES group offers wide variety of products such as Publishing, Broadcasting, Radio, Entertainment, TIMES OOH and web portals, App. A primary research was made on how the Media AD spaces were sold and distributed for the Times group across all its product categories. This primarily involves Advertisement agencies acting between the Media house and the clients. The ads are classified across various verticals such as Education, services, CIS, Premium, Contact, Obituary and Personal, Business, Shopping, Matrimonial, Packages, Property, Automobile, Travel, Computers, Tender and Public notices and appointmnets. PUBLISHING: Publishing refers to the print media, which includes Times of India, Economic Times, Financial Times, Maharashtra Times and Navbharat Times. Typically a newspaper is sold at Rs.3 - Rs.6. However the printing costs come up to around Rs.10 - Rs.12 per newspaper. This gap is sourced through advertisements. Major part of their revenues is earned from advertising and a huge amount of money is generated. The various kinds of advertisements featured in print media are Promotional Ads and Statutory Ads which contribute to the major reach of the content. Promotional Ad aims at informing the prospects about special discounts, sales or schemes. Government bodies and college authorities in the case of admission process place statutory Ads. One of the biggest threats to ads in newspapers is the huge cost incurred in publication and not much of targeting achieved. BROADCASTING: Broadcasting involves Television and Radio. Times Now is a 24-hour English news channel in India owned and operated by the Times Group. The other TV channels under the Times Network include ET Now, Zoom, Movies Now, Romedy Now, and Magicbricks Now. Radio Mirchi is a nationwide network of private FM radio stations in India. Entertainment Network India Ltd (ENIL) owns it, which is one of the subsidiaries of The Times Group. The ads featured on Televisions are mostly brand promotional Ads. It has been proven that Ads on Times Now has increased a product's brand awareness and also has created business profits, sales and numerous other positives for a brand. The cost of Card rate is Rs. 388 per 10 sec. Advertising in Radio Mirchi has been one of the best mediums to reach your target audience effectively. The cost of ads depends on the duration of ads and the time of airing. The Ads featured focuses on building a brand identity through on-air Sponsorship. Radio sponsorships generate brand awareness through association with a radio station’s programmes. A strong positive association is built in the listener's mind, between the brand name and the attributes of the sponsored programme. TIMES OOH: It is an outdoor advertising Media which provides information and pricing for all the Out-Of- Home (OOH) Advertising needs. Such innovative advertisements are through billboards and have caught the reach of people in significant numbers. Majorly established in metros, this product has huge presence in airports. The Ads focus on Brand building and recall. TOI APP: The App functions as a network of connected reporters throughout the country that keep on updating news throughout the day. The Ads are taken care of by the Times mobile and Internet team. The Ads featured are flash of sale and branding. DISTRIBUTION SYSTEM OF TOI Media Client who want to display the ad in a media space Advertising agency Media - Times Group Client: The client could be anyone who wants to place an advertisement in any form of media space like newspaper, supplementary editions of the newspapers, mobile app, hoarding boards. They could directly contact the media space companies or through an agency which has a tie-up with the media company. Advertising agency: Ad agencies form the bridge between Times Of India publication/ media house and the clients. TOI has around of 80-90 offices across the country to look after these advertising space sales, content writing, editorial and circulation. At indore, TOI have tie ups with 12 advertising companies who purchase the advertising space in bulk, out of which 6 to 8 forms a major chunk. These advertising companies in return sell the space to organizations and institutions. Major discounts are provided to the advertising companies if they take a deal for a long term period. List of major ad agencies: 1. Vigilance 2. Ankit agency 3. Deepak agency 4. Lalit agency 5. Puple focus 6. Anil Advertising Times group: The major portion of any media company comes from advertisement. So it is important to price and promote that division of the company properly. Also agencies and clients will look for regular incentives and various trade promotions which help in customer retention. Pricing – It works on the concept of “Everything that is being promoted is charged” Ad price varies according to coverage, city, circulation, location of the ad in the newspaper and size of the ad in sq.cm. If the client decides the placing of the ad in the paper, it incurs additional cost to the client. For example, few of the innovation ads given by Apple will be charged extra premium. Ads placed on the 1st, 3rd, 5th and the last page of the newspaper are relatively costlier when compared to other pages. Ads placed in 1st page costs 50% higher than the regular page and the ad placed in 3rd page costs 25% higher than the regular page. Example : If a client want to place a 12*20 cm ad in the any page of the Bombay edition newspaper, it costs him Rs.2000. Price comparisons: There are lot of fluctuations at the time of finalizing the deal with the agency. Times group has software called Price Wise which tells about various metrics such as lowest value, average value that can be given to the agencies with the data plugged in to it. Medianet: The group has a division called Medianet, complete with a rate card for the sale of news. It means that the sale of news is different and distinct from paid advertisements, advertorials or special supplements, all of which are clearly identified as 'sponsored features,' while paid news is not. Each of its paid news items carries the words 'Medianet promotions' at the bottom. Any news on a supplementary edition like Indore times or Bombay times about a celebrity/product is a paid news which is been paid either by the celebrity or by the PR agency associated with that celebrity (in case of international ones). Also, the Movies connection section which lists the movies screened in various multiplexes is a padi section which comes around 40 to 50 lakhs/yr/channel, whereas the movie ratings section is free. Alive – Alive is augmented reality app by Times group by which we can search visually instead of a voice or text search. It allows you to scan any image and gives the relevant news in the app. To display a news in alive app, clients has to pay 10% more than the regular ad. Incentives and promotions: TOI gives regular incentives over and above the regular margin of 15% to ad agencies to motivate them to increase the sales. For example, if the ad agency increases the sales to 20% more, they will get additional 10 to 15% percent on that 20%. Times group also provides bundling option to combine newspaper ad with Radio ad or Times OOH or any other sister concern of times group. In Indore, Times of India and Times OOH has given a bundling option to display ads for silver coin atta of Sanghvi Foods. Improving quality of product and extending the product range. More advertisements through the medium of TV, Radio, Internet and social campaigns. Launch of social campaign “Young India” focussing on youth of the country. TOI came up with combo offers for both buyers and advertisers. TOI once came up with a low subscription rate of 250rs per year. It allowed the brand to build and maintain a consistent dialogue with vendors, which helps to drive sales. Also TOI in collaboration with HDFC launched Times Card Circulation and Margins: The circulation of the newspaper throughout the country is attached in the excel. circulation.xlsx Advertising companies get a profit margin of 15% on an average. The pricing schemes and the ad-ons for major cities in the country is given below. Classified Classified Display Run on Line (ROL) Advt Single Column Advt Edition Base Add on Base EL EL Centre Base Add on Add on Add on Ahmedabad The Times Of India - Ahmedabad 268 142 482 96 376 75 Ahmedabad Ahmedabad Times 161 85 284 57 111 22 Ahmedabad Baroda Times 106 42 212 42 95 19 Ahmedabad Surat Times 35 20 54 11 32 6 Bangalore The Times Of India - Bangalore 710 639 1550 310 1395 279 Bhopal The Times Of India - Madhya 70 55 220 44 165 33 Pradesh Bhopal

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