Market potential describes the maximum capacity of a defined market for a specific product / a service within a defined time

period. In this context market refers to the total of all potential consumers with a certain need or desire who are willing or able to satisfy this need or this desire through the purchase of products / services. Viewers preference refers to the satisfaction of a viewer from watching the channel and opinion of viewers towards the performance of the channel. Measuring the effectiveness of their service and understanding the viewers attitude. A Market Potential Analysis and viewers preference Study for Asianet communication Ltd. is an attempt to study the performance of programs in Asianet, in major towns of Trivandrum and Eranakulam districts. This study included the analysis and interpretation of the data collected through the primary and secondary sources. The study was significant in a way that the study reveals the position Asianet among the competitors in the present television channel industry which may help the company to give focus on the sales and marketing in the two districts in the near future.

1.1 BACKGROUND OF THE PROBLEM

From the inception itself Asianet communication Ltd. has shown envious growth in the industry. A market potential study is essential for every company to play their role in their market in the coming years. Though Asianet communication have good profile, information about programs in the present channel industry is very much required for the better sales of Asianet. This study was emphasizing on the market potential and viewers preference of the programs in Asianet and their attitude towards the channel. So the market potential and viewers preference for various programs are analysed.

1.2 OBJECTIVES OF THE STUDY

To analyze the viewers preference programs of various channel in Trivandrum and Eranakulam To identify the regular viewers of Asianet To determine the present position of Asianet in Trivandrum and Eranakulam.

 To determine the target customer Determine the preferred channel according to different time bands To choose the media of promotion Suggestion on the performance of Asianet.

1.3 RESEARCH METHODOLOGY

Type of Research Design The type of research design used is descriptive. The study is meant to explain the existing scenario in the present market, so descriptive research design is adopted. Data Collection from Secondary Source For the purpose of study, data is collected from the text books related to Marketing and Sales were referred. The required data was also collected from companys websites, catalogues etc. Data Collection from Primary Sources Apart from secondary data, first hand information was obtained by the administration of questionnaire, interviewing of the respondents and concerned officials and also by observation. Sampling Technique Judgement sampling was adopted for the study, because the study was among the viewers in major towns of two districts in Kerala. The two districts, Trivandrum and Ernakulum are deliberately chosen and cover all the major towns in it.

Data Analysis Tools and Techniques The objective of the study was to anlyse the market potential and viewers preference among Malayalam channel viewers. For this the best suited method was survey method. Hence a questionnaire is chosen which is free from bias of the interviewer and maximum samples can be made use of and results can be more dependable and reliable. Questionnaire analysis is done on the basis of responses obtained from the viewers. The questionnaire consists of 15 questions which deal with viewers preference. For this study, structured questionnaire is used, which means a set of questions which is administered to the respondents to assess their attitudes and opinion which is needed for the project. The data collected are classified, analyzed and calculated. The statistical tools are applied for the analysis of the data. The tool is used is Percentage analysis. Also, bar chart and pie chart is used to interpret results. Percentage Analysis Percentage refers is a special kind of ratio. Percentage is used in making comparison between two or more series of data. It is used to describe relationships. Moreover percentage can also be used to compare the relative terms of the distribution of two or more series of data. Formula: Percentage of Respondents = No. of respondents / Total no of respondents 100 Sample Size 100 samples are used to analyze the questionnaire. The 100 samples include data and opinions which were collected directly from the viewers.

SCOPE OF THE STUDY

The study on market potential and viewers preference covers various aspects of supportive marketing. The study is only concentrating on viewers in major towns of Trivandrum, and Eranakulam districts. All data I collected through my personal contacts. This study included the data which are studied from the opinion and suggestions of viewers of television. The study is made with the objective to understand the market potential and viewers preference of television watching habits in above mentioned three districts. This research will helps to understand the current position of Asianet in the three districts. It is expected that a serious approach towards the analysis, findings and suggestions of this study will be beneficial to Asianet in bringing out better sales in the coming years.

1.4 LIMITATIONS OF THE STUDY

Few viewers were reluctant while answering some questions The time period for the study was 45 days, which is considerably short for detailed study even though almost has been taken in the part of the researcher to meet the objectives of the study. The study was limited to the area of Thiruvananthapuram and Ernakulum city only. As the topic of viewers preference it is not enough for a detailed study. The number of respondents interviewed for collecting samples for 100, which is very small for a viewership study. Bias from the viewers.

1.5CHAPTERIZATION
Chapter I Give an introduction to the study. This chapter includes scope and objective of the study, methodology and limitations of the study. Chapter II Deals with Literature Review Chapter III Deals with the profile of tyre industry in India Chapter IV Presents the profile of Apollo Tyres Limited Chapter V Deals with empirical results and data analysis Chapter VI Deals with findings, suggestions and conclusions

TELEVISION NETWORK A television network is a telecommunications network for distribution of television program content, whereby a central operation provides programming to many television stations or pay TV providers. Until the mid-1980s, television programming in most countries of the world was dominated by a small number of broadcast networks. Many early television networks (e.g. the BBC, NBC or CBS) evolved from earlier radio networks. In countries where most networks broadcast identical, centrally originated content to all their stations and where most individual TV transmitters therefore operate only as large "repeater stations", the terms "television network", "television channel" (a numeric identifier or radio frequency), and "television station" have become mostly interchangeable in everyday language, with professionals in TV-related occupations continuing to make a difference between them. Within the industry, a tiering is sometimes created among groups of networks based on whether their programming is simultaneously originated from a central point, and whether the network master control has the technical and administrative capability to take-over the programming of their affiliates in real-time when it deems this necessary the most common example being national breaking news events. In North America in particular, many television networks available via cable and satellite television are branded as "channels" because they are somewhat different than traditional networks in the sense defined above, as they are singular operations they have no affiliates or component stations, but instead are distributed to the public via cable or direct-broadcast satellite companies. Such networks are commonly referred to by terms such as "specialty channels" in Canada or "cable networks" in the U.S.

A network may or may not produce all of its own programming. If not, production houses such as Warner Bros. and Sony Pictures can distribute their content to the different networks, and it is common that a certain production house may have programs on two or more rival networks. Similarly, some networks may import television programs from other countries, or use archival programming to help complement their schedules. Some stations have the capability to interrupt the network through the local insertion of TV commercials, station IDs, and emergency alerts. Others completely break away from the network for their own programming, known as regional variation. This is common where small networks are members of larger networks. The majority of commercial television stations are self-owned, even though a variety of these instances are the property of an Owned and Operated television network. The commercial television stations can also be linked with a non-commercial educational broadcasting agency. It is also important to note that some countries have installed nationwide television networks, so that individual television stations can act as common repeaters of nationwide programs. The majority of commercial television stations are self-owned, even though a variety of these instances are the property of a Owned And Operated television network. The commercial television stations can also be linked with a non-commercial educational broadcasting agency. It is also important to note that some countries have installed nationwide television networks, so that individual television stations can act as common repeaters of nationwide programs. On the other hand, televisions networks also undergo the impending experience of major changes related to cultural varieties. The emergence of cable television network has made available in major media markets on television, programs aimed at American bi-cultural Latinos. Such a diverse captive audience presents an occasion for the networks and affiliates to advertise the best programming that needs to be aired. This is explained by author Tim P. Vos in his abstract A Cultural Explanation of Early Broadcast where he determines Targeted group/non-targeted group representations and also the cultural specificity employed in the television network entity. He notes: Policymakers did not expressly intend to create a broadcast order dominated by

commercial networks. In fact, legislative attempts were made to limit the networks preferred position. As to individual stations, modern network operations centers usually use broadcast automation to handle most tasks. These systems are not only used for Broadcast programming and for video server play-out, but use exact atomic time from GPS or other sources to maintain perfect synchronization with upstream and downstream systems, so that programming appears seamless to audience viewers. British Broadcasting Corporation A major international television network is the British Broadcasting Corporation, or BBC which is perhaps most well known for its news agency BBC News. Owned by the Crown, the BBC operates primarily in the United Kingdom. It is funded by the television licence paid by British residents that watch broadcast TV and as a result, no commercial advertising appears on their networks. Outside of the UK, advertising is shown because the licence fee only applies to the BBC's British operations. 23,000 people worldwide are employed by the BBC and its subsidiary, BBC Worldwide.

TELEVISION IN INDIA

Television in India is a huge industry which has thousands of programs in many languages. The small screen has produced numerous celebrities, some even attaining national fame. TV soaps are extremely popular. Approximately half of all Indian households own a television. As of 2010, the country has a collection of free and subscription services over a variety of distribution media, through which there are over 515 channels of which 150 are pay channels.[2] According to Pioneer Investcorp, the Indian cable industry is worth 270 billion (US$4.89 billion) and is the third largest in

the world after television in the People's Republic of China and television in the United States. The number of TV homes in India grew from 120 million in 2007 to 148 million in 2011. Cable reaches 94 million homes with 88 million analog connections and 6 million digital ones, while DTH has commanded 41 million subscribers.

HISTORY
Terrestrial television in India started with the experimental telecast starting in Delhi on 15 September 1959 with a small transmitter and a makeshift studio. The regular daily transmission started in 1965 as a part of All India Radio. The television service was extended to Bombay (now Mumbai) and Amritsar in 1972. Up until 1975, only seven Indian cities had a television service and Doordarshan remained the sole provider of television in India. Television services were separated from radio in 1976. National telecasts were introduced in 1982. In the same year, colour TV was introduced in the Indian market. Indian small screen programming started off in the early 1980s. At that time there was only one national channel Doordarshan, which was government owned. The Ramayana and Mahabharata (both Indian mythological stories) were the first major television series produced. This serial notched up the world record in viewership numbers for a single program. By the late 1980s more and more people started to own television sets. Though there was a single channel, television programming had reached saturation. Hence the government opened up another channel which had part national programming and part regional. This channel was known as DD 2 later DD Metro.PAS-1 and PAS-4

are satellites whose transponders help in the telecasting of DD programmes in half the regions of the world.An international channel called DD International was started in 1995 and it telecasts programmes for 19 hours a day to foreign countries-via PAS-4 to Europe,Asia and Africa, and via PAS-1 to North America. TV Programs: The 80s was the era of Doordarshan with shows like Hum Log (1984), Buniyaad (1986-87) and comedy shows like Yeh Jo Hai Zindagi (1984), Mythological dramas like Ramayan (1987-88) and Mahabharat (1989-90) glued millions to Doordarshan and later on Bharat Ek Khoj, The Sword of Tipu Sultan and Chandrakanta. Hindi film songs based programs like Chitrahaar, Rangoli, Superhit Muqabla crime thrillers like Karamchand, Byomkesh Bakshi. Shows targeted at children include Dada Dadi ki Kahaniyan, Vikram Betal, Malgudi Days, Tenali Rama. TELEVISION CHANNELS AND NETWORKS IN INDIA The central government launched a series of economic and social reforms in 1991 under Prime Minister Narasimha Rao. Under the new policies the government allowed private and foreign broadcasters to engage in limited operations in India. This process has been pursued consistently by all subsequent federal administrations. Foreign channels like CNN, STAR TV and domestic channels such as Zee TV, ETV and Sun TV started satellite broadcasts. Starting with 41 sets in 1962 and one channel, by 1995 TV in India covered more than 70 million homes giving a viewing population of more than 400 million individuals through more than 100 channels. There are at least five basic types of television in India: broadcast, or "over-the-air" television, unencrypted satellite or "free-to-air", Direct Broadcast Satellite, cable television, and IPTV (internet protocol television). Over-the-air and free-to-air TV is free with no monthly payments while Cable, Direct Broadcast Satellite, and IPTV require a monthly payment that varies depending on how many channels a subscriber chooses to pay for. Channels are usually sold in groups, rather than singly.

CABLE TELEVISION As per the TAM Annual Universe Update - 2010, India now has over 134 million households (out of 223 million) with television sets, of which over 103 million have access to Cable TV or Satellite TV, including 20 million households which are DTH subscribers. In Urban India, 85% of all households have a TV and over 70% of all households have access to Satellite, Cable or DTH services. TV owning households have been growing at between 8-10%, while growth in Satellite/Cable homes exceeded 15% and DTH subscribers grew 28% over 2009. (However, some analysts place the number of households with television access at closer to 180 million since roughly a third of all rural families may watch television at a neighboring relatives home, and argue that Cable TV households are probably closer to 120 million owing to a certain percentage of informal/unregistered Cable Networks that aren't counted by mainstream surveys). It is also estimated that India now has over 500 TV channels covering all the main languages spoken in the nation. SATELLITE TELEVISION As of 2010, over 500 TV Satellite television channels are broadcast in India. This includes channels from the state-owned Doordarshan, News Corporation owned STAR TV, Sony owned Sony Entertainment Television, Zee TV, Sun Network and Asianet. Direct To Home service is provided by Airtel Digital Tv, BIG TV owned by Reliance, DD Direct Plus, Dish TV, Sun Direct DTH, Tata Sky and Videocon D2H. DishTV was the first one to come up in Indian Market, others came only years later. These services are provided by locally built satellites from ISRO such as INSAT 4CR, INSAT 4A, INSAT-2E, INSAT-3C and INSAT-3E as well as private satellites such as the Dutch-based SES, Global-owned NSS 6, Thaicom-2 and Telstar 10. DTH is defined as the reception of satellite programs with a personal dish in an individual home. As of July 2011, India had roughly 35 million DTH subscribers.

Cable TV and DTH are two methods of delivery of television content. Cable TV is through cable networks and DTH is wireless, reaching direct to the consumer through a small dish and a set-top box. Although the government has ensured that free-to-air channels on cable are delivered to the consumer without a set-top box, DTH signals cannot be received without the set-top box. India currently has 7 major DTH service providers and a total of over 35 million subscriber households in mid 2011. Dish TV, Tata Sky, Videocon D2H, Sun Network owned Sun Direct DTH, Reliance Digital TV, Bharti Airtel's DTH Service 'Airtel Digital TV' and the public sector DD Direct Plus.As of 2010, India has the most competitive Direct-broadcast satellite market with 7 operators vying for more than 135 million TV homes. India is set to overtake the USA as the world's largest Direct-broadcast satellite market by 2012. The rapid growth of DTH in India has propelled an exodus from cabled homes, the need to measure viewership in this space is more than ever; aMap, the overnight ratings agency, has mounted a people meter panel to measure viewership and interactive engagement in DTH homes in India. DART During the days of the single channel Doordarshan monopoly, DART (Doordarshan Audience Research Team) was the only metric available. This used the notebook method of recordkeeping across 33 cities across India. DART continues to provide this information independent of the Private agencies. DART till this date is the only rating system that still measures audience metrics in Rural India. aMap In 2004, a rival ratings service funded by American NRI investors, called Audience Measurement Analytics Limited (aMap) was launched. Although initially, it faced a cautious uptake from clients, the TAM monopoly was broken.

What differentiates aMap is that its ratings are available within one day as compared to TAM's timeline of one week. Internet Protocol Television (IPTV) IPTV launched only in some cities such as Mumbai around 2006-2007 by MTNL and BSNL and later expanded to many urban areas and is still expanding. Private Telecommunications Companies Airtel and Reliance Communications also started its IPTV services in Cities like New Delhi and Bangalore At present (2009/2010) IPTV in India is hardly making any impact in the market. But IPTV and Internet TV content in India are expected to expand. Screen Digest estimates broadband penetration of TV households to increase from 4.2 percent in 2009 to 13.4 percent in 2013.
Recent trends in the Indian television broadcasting industry

Broadcasters continue to depend on advertisement revenues for majority of their income; contribution of subscription revenues, however, is expected to grow in the medium-term on the back of increasing penetration of digital distribution media Broadcasters derive revenues primarily from two sources viz. advertisement and subscription, in addition to content monetization through arrangements with other broadcasting platforms. The advertisement revenues, however, contribute to around 7080 per cent of the total revenues for majority of the broadcasters in India (exception ZEEL), and the share of subscription revenues remains low. The leakages in subscription revenue currently deprive the channels of a significant and relatively more stable source of revenue, with only ~20 per cent of the subscription revenue currently accruing to the broadcasters. In contrast, the broadcasters in developed markets enjoy a much larger share of the subscription revenues (~35-40 per cent).

TELEVISION AUDIENCE MEASUREMENT

TAM Media Research is a joint venture between AC Nielsen Research Services (Nielsen) and Kantar Market Research. Appointed by the Industry stakeholders of ISA (Indian Society of Advertisers), IBF (Indian Broadcast Foundation) and AAAI (Advertising Agencies Association of India) in 1998, TAM (Television Audience Measurement) is to be the central Industry provider of Media and Consumer Insights to the various stakeholders of the Indian Media and Entertainment Industry - Advertisers & Marketers, Media Owners, Media Agencies and the Academia. TAM runs the central, industry authorized, TV Viewership cell for the industry. This panel has the largest sample in the world comprising of 36000 individuals from across 165 cities and towns covering 8150 TV homes from Class I towns (all towns and cities with a population of 1 Lac+) and Semi Rural Towns (Less than 1 Lac population) from the state of Maharashtra.

TAM initiated a study in 2006 that for the first time focused on the prospect of Digital Television in India. The study was presented to the Industry in April 2006. Post that, since 2007, TAM has been reporting TV Viewership data for Terrestrial TV Homes, Cable & Satellite TV Homes and the Digital TV Homes. For this, TAM proactively introduced the internationally acclaimed, highly advanced, platform neutral digital TVM5 peoplemeter. TAM has won accolades at various International Research and Communications seminars, some of the recent being ESOMAR Asia Pacific Conference in Shanghai & WAM Conference in Geneva in 2004. In March 2005, TAM India again hoisted the Indian Flag when it won accolades for another research paper presented at the ESOMAR Conference in Tokyo, Japan. This was followed with the Best Paper award at the WAM 2005 conference in Montreal in June.

Besides measuring TV Viewership, since the year 2000, TAM has been monitoring Advertising Expenditure of various Advertisers, Brands and Product Categories across Television Channels, Print & Radio through its division AdEx India. This division offers three verticals of services:

Advertising Expenditure Analysis Advertising Monitoring of Competition Conventional and Innovative Print Advertising Creative Archives

AdEx India offers Indian advertising analysis data across 15 different India Languages and monitors close to 700 various product categories. TV AdEx focuses on TV advertising monitoring and analytics of TV Channels distributed through the platforms of Terrestrial, Cable & Satellite and Digital Technologies. Print AdEx focuses on advertising trends of product categories and brands across more than 1000 newspapers and magazines from various corners of the country. Radio AdEx, set up in collaboration with AirCheck USA, monitors radio advertising trends of 52 Radio Stations across 9 cities of India. S-Group, a Specialist Strategy Group within TAM Media Research looks into Audience Analytics and Broadcast Management. With its vision to pioneer the science of broadcast management, TAM set up S-Group in 2002 to measure media content and viewership analysis. S-Group works in a number of areas for broadcasters and develops analytic tools for better understanding of new TV consumption trends and concepts. S-Group helps broadcasters understand TV Viewing dynamics with respect to changes in Scheduling, Distribution, Content and Marketing & Promotional initiatives undertaken by the broadcaster. Through extensive data analysis and research, TAM has been able to

promote TV program brands of various Broadcasters, increase viewership and target the selected market segment. The last ten years of S-Groups extensive research and data mining has helped Broadcasters better leverage the concepts of In-Programme Product Placements, TV Planning Optimisers, ROI, Connectivity and Distributions impact on TV Channels and Program Promotions. In 2004, TAM Media research extended its presence in the domain of PR Measurement & Audits space for Corporate/Marketing Clients by setting up a separate division Eikona PR Measurement. Eikona offers PR Measurement and Audit services for Brands and their PR Campaigns across TV News Channels, Newspapers & Magazines, Websites and the Social Media. It also offers advisories to Corporates and their PR and Communication strategy on a project basis. In 2007, the joint venture introduced RAM (Radio Audio Measurement) service to track Radio Listenership for the Indian Radio Broadcast Industry. RAM services are currently basis continuous listenership studies from the four Indian Metros

Mumbai Delhi Bangalore Kolkata

Post consultation and go-ahead from Industry client users, RAM has already announced its plans of expanding its footprint to nine additional cities namely Ahmedabad, Chennai, Hyderabad, Indore, Jaipur, Kanpur, Lucknow, Nagpur and Pune. RAM measures Listenership trends both In-Home and Out-of-Home - In Car, At Work, College, School etc. RAM offers a new level of insight into radio listening behavior with the most accurate and reliable ratings estimate available. With the use of Diary Methodology (Proven Measurement System World Over) RAM provides listenership data for all the broadcasters in the present market.

TAM Sports was launched in April 2009 with the purpose of providing monitoring, understanding and assessing returns from Sports Sponsorship. This specialized division empowers Sponsors/Advertisers to evaluate returns across all Sporting Events, in India and Internationally. This specialized division evaluates returns from standard commercial TV advertising, TV product placement, Media coverage/PR in Rupee/Dollar terms as well as Audience exposure in terms of TV Viewership of the particular sporting event. TAM Media Researchs objective is to fuel media insights that will drive the growth of the Indian Media Industry.

NEWS CORPORATION

News Corporation (NASDAQ: NWS, NWSA, ASX: NWS) or News Corp. is an American multinational diversified mass media corporation headquartered in New York City, United States. It is the world's second-largest media group as of 2011 in terms of revenue, and the world's third largest in entertainment as of 2009. The company is controlled by Rupert Murdoch and his family members. News Corporation is a publicly traded company listed on the NASDAQ, with secondary listings on the Australian Securities Exchange. Formerly incorporated in South Australia, the company was re-incorporated under Delaware General Corporation Law after a majority of shareholders approved the move on 12 November 2004. At present, News Corporation is headquartered at 1211 Avenue of the Americas, in New York City, in the newer 1960s1970s corridor of the Rockefeller Center complex. News Corp's U.S. holdings include Fox News, The Wall Street Journal and Twentieth Century Fox News Corp was created in 1979 by Rupert Murdoch as a holding company for News Limited. News Limited was created in 1923 in Adelaide; subsequently the controlling interest was bought by the Herald and Weekly Times. In 1949 Sir Keith Murdoch took control of The Adelaide News. When he died in 1952 his son Rupert inherited a controlling interest in the Adelaide afternoon tabloid, The News. News Limited operates today as News Corporation's Australian brand, "The Australian" operating out of Surry Hills, in Sydney. Revenue : US$ 33.405 billion (2011)Operating income: US$ 4.537 billion (2011) Net income: US$ 2.739 billion (2011) Total assets: US$ 61.980 billion (2011) Total equity US$ 29.506 billion (2011) Employees 51,000 (2011) Products:- Books, cable programming, films, magazines, newspapers, satellite television, sporting events, television, websites

STAR GROUP (India)

Satellite Television Asian Region (STAR) is an Indian television service owned by Rupert Murdoch's News Corporation. It is headquartered in Mumbai, with regional offices in cities Delhi and Chennai. STAR India is one of the country's leading media and entertainment company and has the highest reach among the country's broadcasters, beaming to over 168 million people every week across India and over 65 countries across the globe.[1] STAR India's portfolio includes 32 channels in eight languages including STAR Plus, Life OK, STAR Gold, Movies OK, Channel V, STAR Jalsha, STAR Pravah, STAR World, STAR Movies, STAR Utsav; along with the joint venture channels Asianet, Sky News, FX, Fox Crime, STAR Vijay, ESPN and STAR Sports among others. Today STAR Broadcasting Corporation broadcasts over 60 services in 13 languages. Shows include entertainment, sports, movies, music, news and documentaries. Reaching over 168 million people every week across India and over 65 countries across the globe, STAR Broadcasting Corporation is watched by approximately 120 million viewers every day. STAR Broadcasting Corporation controls over 50,000 hours of Indian programming and also owns the world's largest contemporary Indian and International film library, with more than 800 titles. In partnership with leading companies in Asia, STAR Broadcasting Corporation businesses extend to filmed entertainment, television production, cable systems and distribution, direct-to-home services, terrestrial TV broadcasting, wireless and digital services. STAR India also manages a portfolio of business ventures including DTH operator Tata Sky; cable system Hathway, channel distributor STAR Den, news channel operator MCCS, the film production and distribution business Fox Star Studios and STAR CJ Alive Home Shopping.

STAR India entered into High Definition broadcasting on 15 April 2011 with the launch of the HD versions of its popular channels. Newly launched channels are Star Plus HD, Star Movies HD, Star World HD, Star Gold HD and National Geographic Channel India HD.

STAR Plus Life OK STAR Gold Movies OK STAR Utsav STAR Vijay STAR Jalsha STAR Pravah Channel[V] STAR Movies STAR World STAR Sports STAR Cricket ESPN. Asianet Sitara Asianet Asianet Plus Asianet News Asianet Movies Asianet Suvarna Asianet Suvarna News 24X7 ESPNews Asia National Geographic Channel Nat Geo Adventure Nat Geo Wild FX Fox Traveller Fox Action Movies

ASIANET COMMUNICATIONS LIMITED

Asianet Communications Limited (ACL) is an Indian media conglomerate jointly owned by STAR TV/Fox International Channels and Jupiter Entertainment. Formed in 1991 and headquartered in the city of Thiruvananthapuram in the south Indian state of Kerala, the company owns several television channels including Asianet, the first privately owned satellite channel broadcasting in the south Indian language of Malayalam. The current joint venture company was formed in 2008, when the News Corporationowned STAR TV/Fox International Channels became a majority shareholder in ACL. The company is headed by Malayalee entrepreneur Rajeev Chandrasekhar. ACL's television channels reach the homes of Indians in over 60 countries worldwide including the Indian sub-continent, China, South East Asia, Middle East, Europe, USA and the lower half of the former Soviet Union. Asianet is ACL's flagship channel and is one of the most popular among Malayalam-language channels. Asianet is a general entertainment channel with programs in a wide variety of genres including Malayalamlanguage movies, soaps, reality shows, talk shows, news programs, travel shows and music-based shows. While programming is mainly targeted at family audiences, there are several programs aimed towards specific target audiences such as shows for children, teenagers, young working professionals and elders. The channel also hosts and broadcasts the Asianet Film Awards and Asianet TV Awards. Besides its large viewership base among Malayalam-speaking people in Kerala and other regions of India, Asianet enjoys huge popularity among Malayalee expatriate populations outside India, especially in the Middle East. Further catering to the region's huge Malayalee population, Asianet operates a Malayalam-language radio station "Asianet Radio 657 AM & 1269 AM" from the city of Dubai in the United Arab Emirates. The radio channel is also available in the neighboring Arab countries of Saudi Arabia, Oman, Kuwait, Qatar and Bahrain.

HISTORY
1991 Asianet Communication Limited was originally incorporated as a private limited company named Asianet Communications Private Limited in New Delhi on March 5, 1991. The company began operations in 1991 with the promotion of Asianet, the group's flagship Malayalam language television channel by K. Sasikumar and his uncle Dr. Reji Menon. At the time, satellite television broadcasting in India was at its nascent stage. ACL undertook the cable distribution of the channel as its own wholly owned subsidiary, ensuring maximum coverage across Kerala. 1993 Asianet commenced operations by the end of 1992 and started transmission by August 1993, at a time when the only Malayalam language television channel available was the government-owned Doordarshan. The channel had hired a transponder on the Russian Ekran satellite, with an up-link from the USSR. Later, the company hired a transponder on the Rimsat satellite, and shifted the up-link to Subic Bay in the Philippines and then to Manila. Initially, the transmission time was only three hours per day which was gradually increased to 12 hours per day by the end of 1994 and later to round the clock broadcasting. 1995 In early 1995, the uplink was shifted to Singapore where it attained full operational status. With a change in the broadcasting policies of the Government of India, Asianet started an up-link from Chennai through VSNL. 1997 The registered office of the company was shifted to Chennai on December 3, 1997. ACL's majority share was then acquired by Jupiter Entertainment Ventures Private Limited, owned by Rajeev Chandrashekar.

 2002 From July 15, 2002, Asianet had its own earth station at the Asianet Studio Complex in Puliyarakonam, Thiruvananthapuram. Over the course of more than two decades of operations, Asianet has developed its own in-house production facilities and now has full-fledged production studios in Thiruvananthapuram, Kochi and Kozhikkode. 2003 In 2003, the franchise started a second channel 'Asianet Global' targeting the huge expatriate Malayalee population in the Middle East region. The channel was relaunched as Asianet News signifying an increased focus on news and current affairs in accordance with viewers' demands. 2005 On 23 July 2005 Asianet launched its third channel Asianet Plus, a complete entertainment channel. Recently, the franchise has started rolling out channels in other south Indian languages like Kannada (Asianet Suvarna) and Telugu (Asianet Sitara). 2008 In 2008, the News Corporation-owned STAR TV/Fox International Channels became a majority shareholder in ACL. Today, ACL employs more than 4000 personnel and its channels have a viewership of over 40 million, making it one of the largest media conglomerates in south India. Asianet, Asianet News and Asianet Plus are available in over 60 countries worldwide including the Indian sub-continent, China, South East Asia, Middle East, Europe, USA and the lower half of the former Soviet Union.

SUBSIDIARIES AND FORMER GROUP COMPANIES Asianet Satellite Communications Limited (ASCL) owns the Asianet cable network, the group's cable channels (like Asianet Cable Vision) and the internet service provider Asianet Data Line. Though promoted as a cable distributor by ACL in 1992 as its wholly owned subsidiary, Asianet Satellite Communications Limited is not a part of Asianet Communication Limited at present. In 1994, Asianet divested 50% of its holding in favour of Hathway Investments. In May 1999, the company decided to exit from Asianet Satellite Communications Limited and sold off its balance holding to Hathway Group. Asianet FZ LLC, Dubai, is a wholly owned subsidiary of Asianet and owns a majority stake in Asianet USA LLC.

OTHER CHANNELS
Asianet News In June 2001, Asianet started airing its second channel Asianet Global which was later re launched as Asianet News. Airing live news bulletins round the clock besides other news-based programs, Asianet News was the first twenty-four hour news channel in the Malayalam language. Besides news centers in various cities across Kerala, the channel operates news bureaus in New Delhi, Mumbai, Chennai, the Middle East and USA. The channel also runs the website asianetindia.com. Asianet Plus The group's third channel Asianet Plus was launched in August 2005 and is a youth-oriented entertainment channel. Asianet Middle East Launched on 25 March 2010, Asianet Middle East is a 24-hr entertainment channel exclusively dedicated to Malayalee expatriates in the Middle East. Asianet Radio 657 AM & 1269 AM Further catering to the region's huge Malayalee population, Asianet operates a radio station Asianet Radio 657 AM & 1269 AM from the city of Dubai in the United Arab Emirates. The radio channel is also available in the neighboring Arab countries of Saudi Arabia, Oman, Kuwait, Qatar and Bahrain.

 Best FM 95 Currently available in the Trichur and Kannur districts of Kerala, Best FM 95 is ACL's Malayalam-language radio station in Kerala. Programming schedule and content is completely different from that of Asianet Radio 657 AM & 1269 AM. Asianet Suvarna is ACL's Kannada-language channel, aimed at the Kannadaspeaking population in the south Indian state of Karnataka and neighboring regions. Launched with the tag line "24 carat manoranjane", the channel airs soap operas, talk shows, news programs, and game shows. One of the most popular among its programs is the Kannada version of the hit music talent show Idea Star Singer - "Confident Star Singer". Suvarna News This is a Kannada language news channel broadcasting live news bulletins round the clock besides other news-based programmes Asianet Sitara is ACL's Telugu-language channel, aimed at the Telugu-speaking population in the south Indian state of Andhra Pradesh and neighboring regions. The channel was launched in October 2009 and is the newest member of ACL's television network. Sitara News A proposed news channel in Telugu.

BRAND IDENTITY The channel name Asianet was a product of its founder K. Sasikumar. The unique blue and pink logo was designed by acclaimed Indian graphic designer Suchatha Keshavan and is one of the most recognizable brand identities in the television broadcasting field in south India. The signature song of Asianet, "Shyama Sundara Kera Kedara Bhoomi" is one of the most famous Malayalam songs. Made in 1994, and originally airing in early years of the channel in the mid-90s, the song was written by renowned Malayalam poet P. Bhaskaran, composed by two-time Academy Award-winning Indian composer A. R. Rahman (who at the time, was just at the beginning of his career and was relatively unknown) and sung by Sujatha and Kalyani Menon. The video for the song is a collage of the various tokens

of ethnic, cultural and traditional heritage belonging to Malayalees, set against a backdrop of the beautiful natural sights and landscapes of Kerala. Initially airing in the late 90s, the video quickly became an immediately recognizable symbol of Malayalee culture and a long-standing emblem for Asianet. ASIANET FILM AWARDS The Asianet Film Awards were instituted by Asianet to honour both artistic and technical excellence in the Malayalam film industry. Held and broadcasted annually since 1998, the ceremony has gained in popularity over the years and is currently one of the mostwatched award ceremonies in Kerala. The awards ceremony is currently co-sponsored by Ujala. PROGRAMS AND SHOWS Asianet is a general entertainment channel with programs in a wide variety of genres including Malayalam-language movies, soaps, reality shows, talk shows, news programmes, travel shows and music-based shows. While programming is mainly targeted at family audiences, there are several programs aimed towards specific audiences such as shows for children, teenagers, young working professionals and elders. The channel also broadcasts a successful musical talent reality contest - Idea Star Singer. Sponsored by telecom company Idea Cellular, the show is one of the most popular shows of its type in south India and is currently in its sixth season.

5.1 GENERAL ANALYSIS

DURATION OF WATCHING TELEVISION IN A DAY

TIME TOO MUCH A LOT TOO MUCH NOR LESS

NUMBER OF VIEWERS 12 22 31

PERCENTAGE 12% 22% 31%

VERY LITTLE DONT WATCH TV AT ALL TOTAL

28 7 100 Table: 5.1.1

28% 7% 100

Among the 100 viewers 31% are not watching television too much nor less on an average day.28% of viewers watching television very little.22% of viewers are watching television a lot. Only 7% are not watch television at all. From the table we can understand that viewers are neither watching television too much nor less.
35 30 25 20 15 10 5 0 TOO MUCH A LOT TOO MUCH NOR LESS VERY LITTLE DONT WATCH TV AT ALL 12 7 22

31 28

Chart: 5.1.1

TIME PREFERENCE TO WATCH TELEVISION

Most Watched Timing 20% 45% 22% Moderately Watched Timing 34% 38% 31% Rarely Watched Timing 46% 17% 47%

TIME Morning (Till 10 am) Forenoon (10 am-1.00 pm) Afternoon (1.00 pm-5) pm)

TOTAL 100 100 100

Evening (5 pm-8 pm) Night (8 pm- 11pm) Late Night (After 11 pm)

40% 53% 19%

26% 37% 28% Table: 5.1.2

34% 10% 53%

100 100 100

Figure shows that, among the 100 viewers most of the viewers prefer to watch television during night (8 pm- 11pm) and during the late night respondent are very few to watch TV. Majority of Viewers are moderately watch television during forenoon. From this chart we can understand that most of the respondents spend time to watch TV during night (8 pm- 11pm) and forenoon (10 am-1.00 pm).
100% 80% 60% 40% 20% 20 0% Morning Forenoon Afternoon Evening (Till 10 am) (10 am-1.00 (1.00 pm-5 (5 pm-8 pm) pm) pm) Most Watched Timing Rarely Watched Timing Night (8 pm11pm) 34 45 22 46 38 26 31 40 53 28 19 Late Night (After 11 pm) 10 47 34 37 53

17

Moderately Watched Timing

Chart: 5.1.2

REASONS FOR WATCHING TELEVISION

REASON TIME AVAILABILITY INTERESTING PROGRAMS INFORMATION

NUMBER OF VIEWERS 54 23 10

PERCENTAGE 54% 23% 10%

OTHER RESON TOTAL

13 100 Table: 5.1.3

13% 100

This chart shows the reason for watching television. Most of the viewers agree that they are watching television by the availability of time.23% of the viewers saying that they are watching television for watching their interesting programs. Among these 13% of viewers have other reasons. Remaining 10%of respondents watching television for gaining information. REASON FOR WATCHING TELEVISION
OTHER REASONS 13% INFORMATI ON 10%

INTERESTIN G PROGRAMS 23%

TIME AVAILABILI TY 54%

Chart: 5.1.3

TYPE OF PROGRAMS VIEWERS PREFER

PROGRAMS Movies News & Discussions Serials Game shows music Reality shows Always 13% 6% 18% 34% 24% 28% A Lot 26% 19% 24% 24% 35% 20% Often 42% 21% 17% 17% 20% 15% Sometimes 17% 36% 27% 13% 12% 21% Never 2% 18% 14% 12% 8% 16% TOTAL 100 100 100 100 100 100

Informative

15%

18%

13% Table: 5.1.4

32%

22%

100

Here most of the viewers agree that their preferred program will be game shows (34%) and realty shows (28%), news and discussions have the lowest viewers preference. Viewers watch music related programs a lot. So this figure shows that music programs have wide preference and informative programs have comparably limited preference. Viewers watch movies often but among the 100 respondents majority of them like movies.
Always 2 17 18 A Lot 14 27 42 36 17 21 26 19 13 Movies 6 News & Discussion 24 34 18 Serials Game shows 24 music 28 Reality shows Often 12 13 17 24 Sometimes 8 12 20 Never 16 21 15 35 20 32 13 18 15 Informatio

22

Chart: 5.1.4

ENTERTAINMENT VALUE OF CHANNELS

CHANNEL ASIANET SURYA AMRITA MANORAMA KAIRALI

RANK 1-2 32%

RANK 3-4 19%

RANK 5-6

RANK 7-8

RANK 9-10

17% 18% 14% Table: 5.1.5

Entertainment value of channel represents the content and programs of channel. Here Asianet having the position of number one with 32% of respondent. Behind Asianet Surya TV(19%) in the second position. Manorama (18%) and Amrita TV (17%) are in the coming position. Kairali TV in the last rank with 14% viewers support.

ENTERTAINMENT VALUE OF CHANNELS

35% 30% 25% 20% 15% 10% 5% 0% RANK 1-2 RANK 3-4 RANK 5-6 RANK 7-8 RANK 9-10 19% 18% 17% KAIRALI MANORAMA 14% AMRITA SURYA ASIANET 32%

Chart: 5.1.5

TRANSMISSION QUALITY OF CHANNELS

CHANNEL ASIANET SURYA AMRITA MANORAMA KAIRALI TOTAL

RANK 1-2

RANK 3-4

RANK 5-6 20%

RANK 7-8

RANK 9-10 6%

40% 24% 10% Table: 5.1.6

Transmission quality of channel is very much important to create an image in viewers mind. Here Asianet only having third rank with 20% of viewers opinion. Majority of respondents like Amrita TV (40%). Manorama is in the second position with 24%. Kairali TV (10%) in the fourth position and Surya TV is at last with only 6% viewers support

TRANSMISSION QUALITY OF CHANNEL

45 40 35 30 25 20 15 10 5 0

KAIRALI MANORAMA 40% 24% 20% 10% 6% AMRITA SURYA ASIANET

RANK 1-2 RANK 3-4 RANK 5-6 RANK 7-8 RANK 910

Chart: 5.1.6

GOOD WILL OF CHANNELS

CHANNEL ASIANET SURYA AMRITA MANORAMA KAIRALI

RANK 1-2 51%

RANK 3-4 25%

RANK 5-6

RANK 7-8

RANK 9-10

11% 7% 6% Table: 5.1.7

Here good will of the different channel is figured. Asianet again in the first position with more than 50%of viewer support. Surya TV is in the second position of 25% of viewers. Amrita and Manorama are in the coming position with 11% and 7% viewers support respectively. Kairali is in the last position with 6%.

GOOD WILL OF CHANNEL

ASIANET 51% 25% 11% 7% 6% SURYA AMRITA MANORAMA KAIRALI

RANK 1-2 RANK 3-4 RANK 5-6 RANK 7-8 RANK 910

Chart: 5.1.7

OPINION ABOUT THE ADVERTAISMENT

ADVERTAISMENT IS INTRUSIVE YES NO TOTAL

NUMBEROFVIEWERS (%) 100% 0% 100

Table: 5.1.8

Every respondent of this study agree the same thing that advertisements are intrusive to the program. It will reduce the continuation of the program 100% of the respondents have the same argument. Due to advertisements disturbance some of the respondents are not interested to watch television.

ADVERTAISMENT IS INTRUSIVE
NO 0%

YES 100%

Chart: 5.1.8

OPINION ABOUT ADVERTAISMENT BREAK

OPINION Frequent but shorter ad breaks Less ad breaks but of longer duration Single long ad

MOST PREFERED

PREFERED

LEAST PREFERED 7%

16% 77%

break during one program Table: 5.1.9

Majority of viewers like single long ad break during one program 77% of respondents argue so. 16% of respondents like to have less ad breaks but longer duration. 7% of respondents like frequent but short ad breaks it is the least preferred.
0.9 0.8 0.7 0.6 0.5 0.4 0.3 0.2 0.1 0

77%

16% 7% Frequent but Less ad breaks but Single long ad shorter ad breaks of longer duration break during one program MOST PREFERED PREFERED LEAST PREFERED

Chart: 5.1.9

FAVORITE PROGRAMS IN ASIANET

PROGRAMS STAR SINGER SATYAMEVA JAYATE NINGALKUM AKAM KODESHWARAN COMEDY STARS

NUMBER OF VIEWERS 22 11 33 25

PERCENTAGE 22% 11% 33% 25%

OTHERS TOTAL

9 100 Table: 5.1.10

9% 100

Favorite programs in Asianet are shown here. Ningalkum akam kodeshwaran is ranking top among the other programs. Comedy stars and star singer holding the coming position as 25% and 22%. Satyameva jayate has 11% of viewers preference. The unlisted programs in Asianet has the last position of 9%.

35 30 25 20 15 10 5 0 STAR SINGER SATYAMEVA JAYATE 11 22

33 25

NINGALKUM AKAM

COMEDY STARS

OTHERS

Chart: 5.1.10

PROGRAMS WHICH NEED TO INCLUDE IN ASIANET

PROGRAMS GAME SHOWS REALITY SHOWS SERIALS DISCUSSIONS OTHER PROGRAMS TOTAL

NUMBER OF VIEWERS 44 27 16 3 10 100 Table: 5.1.11

PERCENTAGE 44% 27% 16% 3% 10% 100

This chart shows viewrs opinion about the programs that need to include in Asianet. 44% of respondent saying that they like game shows and 27% are interested in reality shows. Rest of the respondents agrees that Serials and other programs are also need to include in Asianet. Discussions are the least viewers preferred program (3%).
44 45 40 35 30 25 20 15 10 5 0 GAME SHOWS

27 16 10 3 REALITY SHOWS SERIALS DISCUSION OTHER PROGRAMS

Chart: 5.1.11

SOURCE TO GET KNOWLEDGE ABOUT THE PROGRAMS

SOURCE FROM THE SAME CHANNEL OTHER CHANNELS INTERNET NEWS PAPER OTHER SOURCE TOTAL

NUMBER OF VIEWERS 38 7 11 21 23 100 Table: 5.1.12

PERCENTAGE 38% 7% 11% 21% 23% 100

This chart shows the source from where the viewers get knowledge of their favorite programs. Most of the viewers get informed from the same channel (38%).news paper and other sources like word of mouth are the major source of information. Other channels (7%) and internet (11%) are providing less information as compared to other sources.

KNOWLEDGE SOURCE
40 35 30 25 20 15 10 5 0

38 21 7 FROM THE SAME CHANNEL OTHER CHANNELS 11 INTERNET NEWS PAPER OTHER SOURCE 23

Chart: 5.1.12

OPINION ABOUT THE REMAKE OF PROGRAMS

REMAKE IS ESSENTIAL YES NO TOTAL

NUMBER OF VIEWERS 79 21 100 Table: 5.1.13

PERCENTAGE 79% 19% 100

Here viewers preference towards the remake of programs are listed out. 79% of viewers like remake programs from the other language. 21% are not interested in remake

programs. From this chart we can understand that majority the viewers of Asianet like in remakes and they are ready to accept the remake.

OPINION ABOUT THE REMAKE OF PROGRAMS

NO 21%

YES 79%

Chart: 5.1.13

VIEWERS EXPECTED REMAKE PROGRAMS

PROGRAMS GAME SHOWS REALITY SHOWS MOVIES DISCUSSIONS OTHER PROGRAMS TOTAL

NUMBER OF VIEWERS 32 20 18 7 23 100 Table: 5.1.14

PERCENTAGE 32% 20% 18% 7% 23% 100

Viewers expected remake programs are shown here. Viewers like remake game show (32) more than any other programs. Reality shows (20%) and movies (18%) are other remake programs agree by the viewers. Remake comedy programs and serials are also argued by the respondent. Discussions (7%) and debates are lesser interested programs

REMAKE PROGRAMES
35 30 25 20 15 10 5 0 GAME SHOWS REALITY SHOWS MOVIES DISCUSSIONS OTHER PROGRAMS 7 23 20 18 32

Chart: 5.1.14

REASON FOR THE DISLIKE OF REMAKE POGRAMS

REASON CULTURAL DIFFERENCE IGNORES THE BEAUTY OF PROGRAMS DUBBING ERRORS OTHER REASONS TOTAL

NUMBER OF VIEWERS 35 23 28 14 100 Table: 5.1.15

PERCENTAGE 35% 23% 28% 14% 100

Viewers not like remake programs because of the cultural differnce to accept the programs (35%). Dubbing errors (28%) are another reason of why viewers not like remake programs. Some time remake never be a success, it losse ther beauty of originat program. The meaning and theme may be different in various language.But now majorty of viewers are ready to accept good remake programs.

35 30 25 20 15 10 5 0

35 23

28 14

CULTURAL IGNORES DIFFERENCE THE BEAUTY OF PROGRAMS

DUBBING ERRORS

OTHER REASONS

Chart: 5.1.15

6.1 FINDINGS
1. In Trivandrum, and Eranakulam, Asianet, Mazhavil manorama and surya have highest number of viewership.

2. Among the various Malayalam channel Asianet positioning number one in viewership.

3. Asianet plus could improve more now a days and most of the viewers prefer Asianet plus as their best channel.

4. In Trivandrum, Asianet has the highest viewership. Mazhavil manorama leads only in Eranakulam district, but not more than the viewership of Asianet. 5. Amrita TV has a very good viewer preference in these 2 districts. Some of the programs in Amrita TV have a wide range of viewership.

6. Majority of viewers are having good opinion about the programs of Asianet, especially Ningalkum akkam kodeeshwaran and Comedy stars.

7. Now a day the rating of Star singer has decreased due to non changes in program structure.

8. People watching television not just only time passes but they adjust their time schedule to watching their favorite programs. 9. Most of the viewers preferring reality show and cinema related programs.

10. In Trivandrum, viewers are more impressed by the program Satyameva jayate and having the same opinion towards the previously stopped program just dans.

11. Viewers saying that they like Asianet due to the excellent programs and Viewers
Relationship.

12. Viewers are ready to accept the remake programs from the other language, and found more good opinion. 13. Every viewers having the same opinion that Asianet having more advertisements and it will result in reduce of viewers.

14. More than 60% of the house holds have only one TV sets.

15. Most of the viewers watch television neither too much nor less.

16. After noon and night programs are best preferred time to watch television agreed by viewers.

17. Female viewers like to watch after noon programs because of the time availability.

18. Viewers need a change in after noon programs. Viewers wishing to watch more variety programs after noon especially re telecast.

19. Majority of the viewers preferring single long ad break during one program. This will ensure the continuity of programs.

20. Majority of the viewers get informed about the new programs from the same channel.

21. Word of mouth communication is the other major sources of information about the new programs. Viewers trust that source more.

22. Game shows are the favorite programs by majority of viewers. Reality shows found to be the second most preferable program.

23. Majority of customers does not have an attitude of always watching their favorite channel. They watch different channels for different programs

24. Viewers always like to include variety of programs.

25. Majority of the viewers like to accept the re make programs.

26. Viewers like remake game shows more followed by reality shows.

27. In remake programs viewers wish to include remake soaps, comedy shows, award functions etc.

28. Viewers does not like remake programs because of the cultural difference between different people. Their belief and life style have changes.

29. Dubbing errors are other main reason of why viewers are not wish to watch remake programs.

6.3 CONCLUSION

Asianet communication Ltd. is one of the most popular among Malayalam-language

channel also have higher viewers support and goodwill. The programs in Asianet have shown its wider viewers satisfaction. More number of channel come into the market every year, it

have been increased the level of competition in the television industry. As the first privately owned television channel in Malayalam and the second to broadcast in the language, Asianet have been continuously created goodwill in the mind of public. The views preferences of programs in Asianet are comparably low in Eranakulam as compared to viewers in Trivandrum. In Eranakulam respondents are impressed by the programs of newly introduced channels. Majority of customers prefer game shows and

reality shows as their favorite program and discussions and other news related programs have found low viewers support. While assessing the total brands in the market, it was noticed that, Surya and Mazhavil Manorama are standing very competent for Asianet. But the programs in these two channels have no more viewers support as compared with the programs in Asianet. Ningalkum akam kodeshwaran and comedy stars are the most preferable programs in Asianet. Star singer found to low viewers support, because of the unchanged patter of the program and competitors have similar programs at the same time. Viewers have complaint in lengthy commercial breaks and lack of popular movies. Asianet can improve more if the channel has a wise control over the advertisements and different promotions style of new programs. Though Asianet is showing successful performance every year and powerful enough to compete with all other players in the market, the company should constantly keep watching the movement of the competitors. This may avoid threats from other players in future.

6.2 SUGGESTIONS
1. At present, the competitions are increased in the television channel industry. Asianet is in the first position in Malayalam on the basis of viewers support. They can sustain the position by including more variety of programs like game shows and reality shows.

2. Asianet must focus more on district wise marketing of their programs. This will ensure more viewers relation and directly analyses the problems and competition in the market.

3. Asianet should change the pattern and style of star singer and comedy stars. Repetition of same programs will ruin the existing viewers.

4. Try to improve the transmission quality of channel. Because the upcoming channels have improved more in transmission quality

5. Asianet need to include more popular movies instead of unfamiliar movies. 6. Change the pattern of advertisement in the channel. More advertisement reduces the regular viewers.

7. Asianet need to improve the marketing of program. Try to increase public ads and displays in cities. More focus on the newly introduced programs.

8. Frequent introduction of new programs reduces the marketing efficiency of the programs. Must introduce new programs after the success of existing programs.

9. Try to open office or viewer relation center in different cities. It will increase the viewers relation and helps in marketing of programs in a different way and collect viewers feedback frequently.

10. Asianet movies channel has got wide popularity within a few days. These type of marketing strategy must adopt in every programs.

11. Asianet should take efforts to position the brand among the viewers. MRF is successful in positioning the brand by their brand name, blue color letter, its font and its logo, while other channels have different types of attractive graphics now a day like Amrita TV it will attract more viewers. Asianet try to adopt these types of attractive graphics on the logo and channel theme.

12. Try to re telecast programs in different time schedule. so every viewers can watch programs.

13. The most effective method of promotion is through word of mouth communication. Aware the viewers about the channels good will. Try to include more public into their programs. 14. Promotion of the channel can be through bill boards and displays in vehicles will result better.

15. Conduct celebrations and fairs with viewers and celebrities. This will make a feel in viewers mind that the channel is for public.

16. Include more celebrities to the game shows and reality shows. It will increase the viewers.

17. Asianet must focus on the staring of new channel only for youth including music, reality shows for youngsters, chat shows. It will be more profitable than the news channels. Majority of Youngsters have no more entertainment channel in Malayalam like M TV, channel V etc.