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Final Anupam Dissertation

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    COMPETITIVE ANALYSIS OF THE ENGLISH NEWS

    CHANNEL INDUSTRY-a consumer ersec!"#e

    In partial completion of PGDBM Programme

    From NIILM-CMS, New Delhi

    Prepared Under he G!idance "f#$NUP$M S%$&M$ P&"FF'SS"& S$&I($ "M$&

    &oll No) *+* %& Fac!lt. NIILM-CMS

    PGDBM *+-/

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    Certificate of $!thenticit.

    This is to certify that the DISS'&$I"N &'P"& on

    COMPETITIVE ANALYSIS OF THE ENGLISH NEWS CHANNEL

    INDUSTRY-a consumer ersec!"#e

    prepared by 0$NUP$M S%$&M$0Roll No. 0*+o*0of PGDBM 2006

    0! Batch is his ori"inal #or$ %nder &y "%idance and s%per'ision.

    (signature) (signature)

    Mr1) Sari2a omar $NUP$M S%$&M$

    F$CUL3 %& *+*

    NIILM-CMS B$C% 4*+-/5

    NIILM-CMS

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    Ac$no%&e'(emen!

    To #al$ safely thro%"h the &a(e of h%&an life) one needs the li"ht of #isdo& and the

    "%idance of 'irt%e.

    *ny s%ccessf%l endea'or has &any s%pportin" pillars behind it. The s%ccessf%l

    c%l&ination of the endea'or is i&possible #itho%t ac$no#led"in" the help and s%pport

    e+tended to those pillars.

    , #o%ld be"in by ac$no#led"in" the role of &y instit%te N,,-MCM and its 'enerated

    fac%lty #ho pro'ided &e #ith s%pport at e'ery step of the trainin" for &e to be able to

    co&plete it s%ccessf%lly.

    , #o%ld li$e to than$ PR//R *R,* T/M*R) o%r 3R fac%lty N,,-MCM for

    bein" in'ol'ed in the pro4ect on a thoro%"h basis and helpin" &e cross the h%rdles #ith

    her "%idance.

    , #o%ld also li$e to than$ &iss N. Meena$shi) fac%lty N,,-MCM for her "%idance

    d%rin" 'ario%s phases of research.

    , #o%ld also li$e to ac$no#led"e the s%pport of &y friends) participants of foc%s "ro%p

    and all the other teachers at N,,-MCM. There inp%ts and teachin" ha'e been

    in'al%able in shapin" &y tho%"hts.

    $NUP$M S%$&M$

    &"LLN") *+*

    B$C% 4*+-/5

    NIILM-CMS

    http://thinkexist.com/quotation/just_as_treasures_are_uncovered_from_the_earth-so/200716.htmlhttp://thinkexist.com/quotation/just_as_treasures_are_uncovered_from_the_earth-so/200716.htmlhttp://thinkexist.com/quotation/just_as_treasures_are_uncovered_from_the_earth-so/200716.htmlhttp://thinkexist.com/quotation/just_as_treasures_are_uncovered_from_the_earth-so/200716.htmlhttp://thinkexist.com/quotation/just_as_treasures_are_uncovered_from_the_earth-so/200716.html
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    C"N'NS

    *c$no#led"e&ent...............................................................................................................5C7T,8 7MM*R9.................................................................................................:,NTR/D7CT,/N...............................................................................................................6

    Detailed loo$ at the players in n"lish Ne#s channel do&ain in ,ndia..........................;Re'ie# of related -iterat%re .............................................................................................1 3indi ne#s channel) #hich tar"ets the

    ,ndian diaspora across the #orld. Ne#s cra(y ,ndians recei'ed &ore ne#s at faster speed

    fro& different channels.

    *ny %n%s%al happenin" can be ca%"ht by the tele'ision ca&era any#here for&

    Rastrapati Bha#an to bedroo&. The po#er of T8 4o%rnalis& #as beco&e &ore 'isible

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    by the &a4or stin" operations li$e /peration =est nd and ha$ti apoor Case. This

    style of in'esti"ati'e 4o%rnalis& has bro%"ht abo%t a chan"e in the #ay #e loo$ at ne#s)

    a&idst ne# notions of editorial freedo&. T

    he #orlds lar"est fa&ily Uahara ,ndia Pari'ar la%nched a 2:ho%r national 3indi ne#s

    channel) ahara a&ay) in March 2!) 2005. ,t is the first e'er citycentric satellite ne#s

    channels co'erin" 51 cities in ,ndia #ith their o#n city ne#s b%lletins. eepin" the

    de&and of ne#s in &ind) the 7nion cabinet appro'ed the proposal to con'ert the DD

    Metro to DD ne#s in a &eetin" held on 5 /ctober 2005. ConseA%ent to these decisions)

    DDNe#s channel #as la%nched on 5 No'e&ber 2005. 9o% &i"ht ha'e noticed that the

    ne#s channels are lan"%a"e specific. B%t DDs ne#s channel contains the ro%nd the

    cloc$ ne#s b%lletins in 3indi n"lish are also telecast t#ice a day on the NationalNet#or$ of DD National. U*ap i *dalat fa&e Ra4at har&a) ohaib ,lyasi) the &an

    behind the hi"hly s%ccessf%l U,ndiaIs Most =anted and Ta%n Te4pal) editorinchief of

    Tehel$a roped to"ether and la%nched a freetoair 3indi ne#s and c%rrent affairs channel

    ,ndia T8 on May 20) 200:. ,ndian 'ie#ers had &ore e+pectations fro& this channel.

    The &%cha#aited ne#s channel hopes to set itself apart fro& the e+istin" ones by settin"

    ne# bench&ar$s of responsible 4o%rnalis&. pea$in" on the occasion of the la%nch) Ra4at

    har&a) chair&an) ,ndia T8) said) =e ai& to chan"e the #ay broadcast ne#s reportin"

    is bein" cond%cted in the co%ntry. ,ndia T8 #ill set ne# bench&ar$s by &aintainin"

    international standards of responsible and credible ne#s reportin". =e #ill stay a#ay

    fro& "raphic depictions of 'iolence and sensationalis& of ne#s. =e #ill %phold the

    'ie#erIs ri"ht to correct infor&ation and their ri"ht to tr%th and 'erity. ,ndia T8 is not

    4%st a ne#s channel) it is a &o'e&ent.H

    NDT8 as a pioneer in ,ndian tele'ision ne#s) set to create a fresh re'ol%tion in hi"h

    A%ality b%siness ne#s #ith the la%nch of NDT8 Profit. NDT8 la%nched this 2:ho%r

    b%siness channel on an%ary 1;th) 200?. There is no sat%ration point in la%nchin" of ne#s

    channel) 4%st boo&in" li$e s$y as the li&it. ntertain&ent channel to infotain&ent

    channel) infotain&ent channel to ne#s channel) ne#s channels to b%siness channel and

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    B%siness channel to lots &ore. No# the satellite channels beco&e &ore topicality #ith

    international standard.

    =hen topicality is tal$ed abo%t) CNBC T81!) the only b%siness channel) contin%es to be

    the &edi%& of choice for ,ndias decision &a$ers) affl%ent a%diences across the co%ntry

    since 1

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    * detailed analysis of the n"lish ne#s channels %sin" Ta& data *ll ,ndia) CQ 1?V) all

    day partsE d%rin" the oneyear period be"innin" an%ary 200; re'eals that there is no

    clear leader in the "enre.

    *s on 5rdepte&ber) 200; NDT8 #as fo%nd to be the &ost pop%lar n"lish ne#s

    channel in ,ndia follo#ed by CNN ,BN. Ti&es No# is closely follo#in" the leaders.

    200; has seen the n%&ber one position baton chan"in" hands bet#een the three NDT8

    2:+;) CNN ,BN and Ti&es No# &ore than. till) loo$in" at a'era"e ann%al relati'e

    shares it is NDT8 2:; that is ahead by a nose #ith 2

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    /n the other hand CNN ,BN started the year in the top position #ith 51 per cent b%t

    handed o'er the reins to NDT8 2:; thereafter. Pic$in" %p in the &onths of %ly and

    *%"%st #ith 52 per cent and 50 per cent respecti'ely) the relati'e share of CNN ,BN

    started fallin" drastically and hit 2? per cent in No'e&ber and 2! per cent in Dece&ber.

    ,n ter&s of &ar$et share) tho%"h Ti&es No# has seen so&e hi"hs and lo#s in the year)yet the n"lish ne#s channel has displayed the best pro"ress o'erall of the three. ,n its

    second year since la%nch) Ti&es No# has been able to brea$ the t#ochannel shac$le in

    the n"lish ne#s "enre

    ,t started the year #ith relati'e share as lo# as 22 per cent. ,t "ained in ebr%ary to *pril

    period to reach 51 per cent b%t started slippin" do#n since then dabblin" bet#een 2? to

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    26 percent. ,t hit 51 per cent in No'e&ber and for the first ti&e held the hi"hest position.

    'en tho%"h it fell to 2< per cent in Dece&ber) yet it retained its top place to end the year

    on a hi"h note.

    Mean#hile) international ne#s channels BBC =orld and CNN ha'e an a'era"e ann%al

    relati'e &ar$et share of 1.5 per cent and 1.? per cent respecti'ely. or 3indi Ne#s

    channel &ar$et leader *a4 Ta$Is n"lish siblin" 3eadlines Today tho%"h) the story

    contin%es to be that of the stra""ler. =ith an a'era"e ann%al relati'e share of 11.6 per

    cent) it had &ana"ed its hi"hest of 1: per cent in No'e&ber. ,t "athered 15 per cent each

    in an%ary) %ne and *%"%st. ,t has its lo#est of < per cent in May.

    H"n'" ne%s c*anne& "n'us!r+

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    Ta& data 3M) CQ 1?V) all day partsE d%rin" the oneyear period be"innin" an%ary

    200; thro#s %p so&e interestin" insi"hts into the "enre #hile the battle a&on" the

    players intensifies

    Ref%sin" to b%d"e fro& the top position for the I"oldenI year of 3indi Ne#s channels is,ndia Today Gro%pIs *a4 Ta$) #ith an ann%al a'era"e of 20.!5 per cent &ar$et share.

    Bein" the forer%nner) it has been consistent in its perfor&ance as far as relati'e &ar$et

    share. Be"innin" the year #ith 25 per cent in an%ary) it reached its lo#est in the &onth

    of %ne and Dece&ber #ith a &ar$et share of 1< per cent in both the &onths. ,n %ne it

    #as nec$ to nec$ #ith tar Ne#s) b%t in the &onth of Dece&ber it had to finally "i'e#ay as tar Ne#s too$ o'er pole position.

    =ith an ann%al a'era"e of 1!.0! per cent is Ne#s Corp bac$ed Media Content and

    Co&&%nication er'ices MCCEIs tar Ne#s) #hich stands ne+t to *a4 Ta$ in ter&s of

    &ar$et share. tar Ne#s be"an the year #ith 1; per cent &ar$et share in an%ary. By

    &idyear it had pic$ed %p 1< per cent. ,t car'ed a share of 20 per cent each in the &onths

    of epte&ber) and /ctober b%t co%ld not s%rpass *a4 Ta$ in the n%&bers "a&e.

    Dece&ber) ho#e'er) #as a "ood &onth for tar Ne#s as it bro$e *a4 Ta$Is &onopoly by

    "ettin" to the top place #ith 20 per cent of the &ar$et share in its $itty.

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    Ne+t in the r%n" is ,ndia T8 #ith an ann%al a'era"e of 15.;? per cent. ,ndia T8 had 11

    per cent in an%ary) b%t slipped do#n to < per cent in ebr%ary. ro& May) ,ndia T8

    4oined the race in hi"h spirits #ith its hi"hest "rab of 16 per cent. =hat follo#ed in the

    later &onths #as consistence in ter&s of perfor&ance in &ar$et share) dabblin" bet#een

    1? to 16 per cent in the last t#o A%arters of the year.

    ,n 200;) ee Ne#s #as not steady in the n%&bers "a&e startin" the year #ith 15 per cent

    and ended #ith 10 per cent. =ith an ann%al a'era"e of 11.?: per cent) ee Ne#s had its

    best r%ns of 1: per cent in the ebr%ary and *pril period.

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    ,t reached itIs lo#est ebb of < per cent in epte&ber. Midepte&ber) incidentally) #as

    also a ti&e #hen the channel #as headless after 3arish Dorais#a&y resi"ned fro& the

    C/Is position) follo#in" #hich MCC e+ec%ti'e 'icepresident Bar%n Das #as roped

    in as C/.

    Global Broadcast Ne#sI ,BN; has an a'era"e ann%al share of 10.? per cent) openin" the

    acco%nt #ith < per cent in an%ary. Tho%"h lo# in its n%&bers) ,BN; has been consistent)

    #ith the fi"%res ran"in" bet#een < to 12 per cent &ar$et share.

    *&on" the ne#s broadcast &a4ors tho%"h) it is NDT8 ,ndia in partic%lar that #o%ld li$e

    to lea'e behind 200; as far as &ar$et share is concerned. ,ts a'era"e for the year a lo#

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    2. To deter&ine the $ind of pro"ra&&e preferred by the yo%th broadcasted o'er the

    n"lish ne#s channels e.". Ne#s b%lletins) political inter'ie#s) ne#sbased

    disc%ssions) debates) sports disc%ssion) ed%cational pro"ra&&es

    5. =hat is the Dri'in" force for ne#s channel choice a&on" yo%th

    :. Does the anchors de&eanor affect the #ay an n"lish Ne#s channel is

    percei'edW

    ?. Does the ne#ness of the channel affect the credibility of ne#s broadcasted for&

    yo%ths perspecti'e

    6. *re forei"n ne#s channels percei'ed as &ore reliable and credible than ,ndian

    n"lish ne#s channels

    ;. *re the ratin"s clai&ed by 'ario%s channels belie'ed to be a%thentic by the

    yo%thW

    METHODOLOGY USED FOR THE STUDY

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    Research is p%rposef%l in'esti"ation of the proble&s. ,t in'ol'es three thin"sJ

    1. The i&plicit A%estion posed

    2. The e+plicit ans#er posed

    5. Collection) analysis Q interaction of the infor&ation of the infor&ation leadin"

    fro& A%estion to ans#er. * syste&atic approach is essential in "ood research.

    ach step &%st be planned in a #ay that it leads to the ne+t step.

    RESEARCH DESIGN

    %alitati'e research #as done to %nderstand the %nderlyin" reasons) perceptions and

    &oti'ations behind the 'ie#ership of n"lish ne#s channels

    Focus Grou O10ec!"#es

    oc%s "ro%p #ere cond%cted to %nderstand the n"lish ne#s channel ind%stry

    e+pectations of the yo%th se"&ent) to deter&ine o'erall perceptions of the ne#s channels

    and to analy(e $ey factors that &a$e an n"lish ne#s channel attracti'e to the yo%th

    SAMPLING AND GROUP COMPOSITION

    oc%s "ro%p st%dy consisted of pri&arily t#o "ro%ps di'ided into &ales and fe&ales.

    Both "ro%ps had ei"ht &e&bers each. *s the disc%ssion centered on the perception of the

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    yo%th re"ardin" the n"lish ne#s channels &ales and fe&ale in the a"e "ro%p of 1650

    years #ere ta$en as part of foc%s "ro%p fro& one b%siness school.

    Me!*o' An' Proce'ure

    Reactions #ere solicited fro& 16 &ana"e&ent st%dents ! &ales and ! fe&alesE #ho are

    fa&iliar #ith n"lish ne#s channel ind%stry. T#o "ro%ps #ere cond%cted each) each #ith

    ! respondents. The foc%s "ro%ps #ere cond%cted at the b%ildin" of the instit%te #hose

    st%dents #ere part of foc%s "ro%p. t%dents #ere briefed abo%t the n"lish ne#s channel

    ind%stry and no other instr%ctions or e+planations #ere "i'en to the yo%th.The data

    collection #as %nstr%ct%red and an initial %nderstandin" #as de'eloped.

    Summar+ o !*e F"n'"n(s

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    Perce!"ons re(ar'"n( !*e ne%s c*anne&s "n In'"a

    Female respondents perspective

    3indi is the basic lan"%a"e in #hich people #ant to #atch ne#s. Therefore as co&pared

    to n"lish ne#s channel 3indi ne#s channels are belie'ed to ha'e &ore i&pact on the

    &asses fro& fe&ale participants. n"lish ne#s channels #ere also percei'ed to

    concentrate &ore on international ne#s #hereas 3indi ne#s channels are &ore

    concerned #ith ne#s in the s%bcontinent by the fe&ale participants

    n"lish ne#s channels &ostly co'er ne#s fro& all the co%ntries #hereas 3indi ne#s

    channels co'er ne#s fro& s%bcontinent. n"lish ne#s channels are percei'ed to be &ore

    bent to#ards broadcastin" b%siness ne#s by the fe&ale participants.

    n"lish ne#s channels are tho%"ht of as pro'idin" ne#s in &ore stylishH &anner) style

    bein" the ne#s readers and the #ay ne#s is presented. ,t is percei'ed by the fe&ale

    participants that better analysis of ne#s is done on the n"lish ne#s channels and the

    "%ests #ho do these analyses are &%ch different fro& those in'ited on the hind ne#s

    channels. ,t is also belie'ed that n"lish channels are tar"eted at a different se"&ent and

    the ne#s bein" broadcasted is &%ch sedate and not as sensationali(ed as is the case #ith

    3indi ne#s channels.

    Male respondents perspective

    Ne#s channels "i'e #hat 'ie#ers de&and fro& it. The &ale particpants belie'ed that

    tar"et se"&ent for n"lish ne#s channels is co&pletely different fro& 3indi ne#s

    channels.

    n"lish ne#s channels ha'e better foc%s on the yo%th. The "ro%p tho%"ht that #ith

    increase in the n%&ber of people #ho can read and #rite n"lish the 'ie#ership of

    n"lish channels is increasin".

    Gro%p tho%"ht that the 3indi ne#s channels concentrate on li&ited local ne#s #hereas

    n"lish ne#s channels co'er a #ider ran"e of topics and dont sensationali(e the ne#s

    the #ay 3indi ne#s channels do.

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    ,t #as stron"ly belie'ed that yo%th #atch these n"lish ne#s channels to i&pro'e their

    co&&%nication s$ills as #ell as to "et $no#led"e and insi"ht into the 'ario%s topics.

    ,t #as also belie'ed that lan"%a"e of a ne#s channel doesnt &atter as lon" as content

    #as ne#s#orthy. n"lish ne#s channel ha'e a better perception than n"lish ne#s

    channels in that they ne'er e+a""erate an iss%e.

    Na!ure o ro(rams reerre' on En(&"s* ne%s c*anne&s

    Debates pro"ra&s li$e the bi" fi"ht on Ndt' are preferred by &ost of the &e&bers of

    fe&ale participants beca%se it pro'ides different point of 'ie#s on the sa&e topic. *nd it

    pro'ides an opport%nity to "eneral p%blic to be part of that disc%ssion thro%"h these

    pro"ra&s.

    Contro'ersial topics #hich are not "enerally disc%ssed openly are also fa'ored by the

    fe&ale participants beca%se they pro'ide a platfor& for s%b4ects #hich are a taboo to be

    disc%ssed. /ne factor #hich really ca&e o%t of the disc%ssion #as the in'ol'e&ent of

    "eneral p%blic in disc%ssions. Those pro"ra&s #hich ha'e hi"h le'el of in'ol'e&ent

    fro& "eneral p%blic #ere hi"h on the list bein" &ost fa'ored pro"ra&s. They also

    pro'ide a platfor& or people to A%estion the personalities that are present there debatin"

    the topic.

    The pro"ra&s #hich feat%re ne#s abo%t c%rrent e'ents are also preferred by the fe&ale

    participants. The pro"ra&s that ro%nd %p the days ne#s in one ne#s b%lletin are also

    preferred by the fe&ale participants beca%se of the ti&e constraint they ha'e.

    Political inter'ie#s in #hich e&inent politicians are in'ited to the tal$ sho#s are also

    pop%lar beca%se it is belie'ed a&on" the fe&ale participants that once politicians are in

    front of ca&era there is no escape and they ha'e to face the &%sic.

    Male participantspreferred pro"ra&s that pro'ide 'ie#s of the nor&al people especially

    yo%th as #ell as e+perts li$eH =e the peopleH on Ndt' beca%se they add 'al%eH to ne#s.

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    Debate pro"ra&s #hich disc%ss contro'ersial topics #ere preferred by the &ale

    respondents as #as the case #ith the fe&ale "ro%p beca%se of the sa&e reason that they

    "i'e different perspecti'es on an iss%e.

    Pro"ra&s sho#casin" ,nter'ie#s #ith ind%stry e+perts and political bi"#i"s li$e de'ils

    ad'ocate on Cnnibn are fa'ored by the &ale participants.

    Pro"ra&s #hich disc%ss c%rrent e'ents li$e b%d"et and the i&pact they ha'e on people

    li'es are also pop%lar a&on" the &ale participants.

    d%cational pro"ra&s #hich "i'e infor&ation on 'ario%s sectors fro& st%dents

    perspecti'e are the sort of pro"ra&s a yo%n" st%dent #ants to see on an n"lish ne#s

    channel.

    Male participants also li$e ne#s b%lletins that pro'ide i&portant ne#s of the day

    #rapped in one sin"le pro"ra& #hich #as also the case #ith fe&ale participants.

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    Ma"n Cr"!er"a or ne%s c*anne& c*o"ce amon( +ou!*

    ,f a channel is belie'ed to be s%pported by an infl%ential ind%strial "ro%p the tr%st in that

    channel ebbs fro& fe&ale participants point of 'ie#. The fe&ale participants tho%"ht that

    ahara sa&ay) a 3indi ne#s channel is bac$ed by a con"lo&erate and it 4%st tries tobroadcast the ne#s and 'ie#s #hich help the con"lo&erates o#n ca%se.

    ,f it is belie'ed that channels is dr%&&in" %p the propa"anda of the factions related to it

    #ho and ha'e 'ested interest in the channel then the fe&ale participants feels that channel

    is not credible eno%"h and hence be a'oided. e&ale participants also belie'e that the

    channels #hich s%pport so&e political parties o'er others and #ho try to f%rther their

    interest score lo# on credibility.

    e&ale participants belie'e that the channels #hich co'er ne#s #hich is irrele'antH to

    the "eneral people li$e &arria"es of celebrities etc sho%ld be a'oided. This type of ne#s

    is seen as #astin" the precio%s ti&e of people.

    ,f a partic%lar piece of ne#s is s%pported by &ore n%&ber of so%rces both in print and in

    broadcast &edia than the channelsE #hich clai& the opposite to be tr%e are not belie'ed

    as &%ch. =ord of &o%th also plays a role in the ne#s channel bein" #atched by the

    fe&ale participants.

    Di'ersity of ne#s is also one of the criteria %pon #hich fe&ale participants base their

    choice of channel.

    n"lish Ne# channel pro'idin" fine balanceH in the areas that they co'er for ne#s are

    preferred o'er those n"lish ne#s channels #hich relay one di&ensional Ne#s.

    The li$eability of anchors is also one of the criteria %pon #hich the e&phasis #as laid.

    Certainly if anchors fro& a partic%lar channel are li$ed &ore than that ne#s channel has

    &ore chances of "rabbin" the eyeballs. The speed #ith #hich i&portant ne#s is

    broadcasted also plays a $ey role in decidin" #hich channels to #atch.

    e&ale respondents also belie'ed that channel #hich broadcast ne#s and sho#s that

    instills social responsibility and creates a#areness and %nderstandin" of critical iss%es are

    fa'ored &%ch &ore than channels #hich do not.

    Rele'ance of the ne#s to the 'ie#er also plays a critical role in selectin" the ne#s

    channel.

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    The reliability of the ne#s is the &ost i&portant criteria for &ale participants to #atch a

    certain n"lish ne#s channel. ,f accordin" to the &ale participants a partic%lar reporter is

    percei'ed as "oin" thro%"h hardships to brin" ne#s than that reporter is tho%"ht of as

    &ore reliable for e+a&ple Bhar$ha d%tt is tr%sted and li$ed by both the &ale and fe&ale

    participants beca%se of the #ay she reported the ne#s d%rin" the ar"il #ar.

    The consistency of the ne#s #as also another $ey factor reco"ni(ed as ha'in" an i&pact

    on choice of channel. ,f the channel is percei'ed to "i'e %nbiased and nonpartisan 'ie#

    the li$elihood of that channel bein" #atched increases. no#led"e and infor&ation

    pro'ided by n"lish ne#s channels #as a pop%lar the&e r%nnin" thro%"h the &ale

    participants as a reason for #atchin" a partic%lar ne#s channels.

    Rele'ance and content of the ne#s is also a 'ery i&portant for ne#s channel selection.

    Di'ersification of the ne#s #as fo%nd o%t to be an i&portant consideration for &ale

    participants li$e the fe&ale participants #ho also laid &%ch e&phasis on the 'ariety of

    topics co'ered.

    ,nterestin"ly fe&ale participants tho%"ht that ne#s channels that instill social

    responsibility #o%ld affect their preference for the channels #hereas &ale participants

    tho%"ht of no s%ch consideration.

    B%t both "ro%ps a"reed that creatin" a#areness and %nderstandin" of the critical iss%e is

    i&portant for ne#s channels to "rab the eyeballs.

    Cre'"1"&"!+ o !*e ne%&+ &aunc*e' En(&"s* ne%s c*anne&

    e&ale participants belie'e that it ta$e years for a ne#s channel to b%ild eA%ity and tr%st

    and hence a ne#ly la%nched ne#s channel cannot readily be tr%sted #ith the ne#s they

    pro'ide e'en if they bac$ed by a tr%sted "ro%p.

    The fe&ale participants felt that ne#s has to be confir&ed by established ne#s channels

    and after fe# s%ch confir&ations they can start tr%stin" the ne#ly la%nched channel.

    e&ale Participants felt that #ith co&petition bein" so to%"h in the n"lish ne#s channel

    ind%stry a ne# ne#s channel that is la%nched has to brin" so&ethin" different to the

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    forefront to attract the eyeballs b%t sensationali(in" of the ne#s especially fro& a ne#ly

    l%nched ne#s channel sho%ld be a'oided.

    Channels can be different in ter&s of anchors or ne#s that they pro'ide.

    ,f a ne#s channel is bac$ed by the "ro%p #hich is already into &edia li$e Ti&es no#

    #hich is a 4oint 'ent%re bet#een ti&es "ro%p and Re%ters than s%ch channels can be

    readily tr%sted beca%se they ha'e already established there na&e as bein" pro'iders of

    fair and i&partial ne#s.

    *s #as the case #ith fe&ale participants) &ale participants also belie'e that ne#s affects

    the life of a co&&on &an and has a deep i&pact on the #ays he thin$s. o a ne#ly

    la%nched ne#s channel sho%ld not i&&ediately b%t tr%sted b%t the ne#s sho%ld be

    confir&ed fro& &%ltiple so%rces till the ti&e it is not belie'ed to be reliable.

    i&ilarly &ale participants also belie'ed that if the ne#ly la%nched ne#s channel is

    "i'in" ne#s #hich is different fro& #hat other channels are broadcastin" than &ore

    attention is paid to it.

    ,f a ne#ly la%nched channel brin"s for#ard a contro'ersy #hich is corroborated late on

    then channel is s%""estin" then the reliability of that ne#ly la%nched channel increases.

    or e+a&ple #hen *a4 Ta$ bro%"ht to forefront the Para&4it in"h idh% scandal #hich

    #as later on 'alidated and it ca%sed the reliability Q credibility of *a4 Ta$ to shoot %p.

    ,ndia T8 #as A%oted as an e+a&ple. =hen it #as ne#ly la%nched in an effort to %p its

    TRPs and "rab the eyeballs it propped itself %p thro%"h a scandal hi"hli"htin" a pop%lar

    celebrity and beca%se of this 'ery #ay ,ndia T8 cond%cted itself &ale participants #as

    s$eptical abo%t the ne#ly la%nched ne#s channel s bein" tr%sted at once.

    /ne s%bte+t that #as also e&inent #ith &ale participants #as of the people associated

    #ith the ne#s channel. ,f the people associated #ith ne#ly la%nched ne#s channels are

    credible beca%se of pre'io%s association than chances of ne# channel bein" tr%sted

    increases.

    ,n line #ith fe&ale participants &ale participants also belie'e that if the ne#ly la%nched

    n"lish ne#s channel has bac$in" of stron" &edia "ro%p then chances of it bein" tr%sted

    increases.

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    Re&"a1"&"!+ o ore"(n ne%s c*anne& #"s-2-#"s ore"(n ne%sc*anne&s

    * lot of different 'ie#s ca&e o%t on the A%estion of reliability and credibility of ,ndian

    n"lish ne#s channels 'is@'is forei"n ne#s channels

    8ery fe# fe&ale respondents tho%"ht that the ,ndian n"lish ne#s channels are &ore

    reliable and credible as co&pared to forei"n ne#s channels beca%se they can relate &%ch

    easily #ith ,ndian n"lish ne#s channels.

    * different perspecti'e a&on" the fe&ale respondents #as that #hen it co&es to

    international ne#s forei"n channels are &ore reliable and credible than ,ndian ne#s

    channels and #hen it co&es to local ne#s ,ndian n"lish channels are better beca%se they

    %nderstand the n%ances of ,ndian society and c%lt%re better than forei"n channels.

    /thers fe&ale participants tho%"ht that beca%se the forei"n ne#s channels li$e CNN andBBC cater to a #ider a%dience across the "lobe they are &%ch &ore credible than the

    ,ndian n"lish ne#s channel.

    ,t #as also belie'ed that they ha'e &ore reso%rces and &ore correspondents #ho are

    spread all aro%nd the #orld and are capable of brin"in" &ore reliable ne#s than ,ndian

    n"lish ne#s channels.

    till other fe&ale participants tho%"ht that the nat%re of channels bein" ,ndian or forei"n

    doesnt &atter rather the credibility of the anchor #o%ld &atter. ,f they percei'e anchor

    to be belie'able than the reliability and credibility of ne#s deli'ered #o%ld i&pro'e.

    ,t #as also belie'ed that international channel s#ill pro'ide a different point of 'ie#) it

    &ay or &y not be credible eno%"h b%t #o%ld "i'e so&e food for tho%"ht to 'ie#ers.

    o&e male participantsbelie'ed that for local ne#s ,ndian ne#s channels are &ore

    credible and for international ne#s forei"n channels are &ore credible and reliable.

    B%t a different perspecti'e #as also thro#n in the rin" #hich s%""ested that beca%se of

    a'ailability of reso%rces #ith forei"n ne#s channel and their "lobal presence &a$es the&

    &ore reliable.

    ,t #as felt that beca%se ,ndian channels can be contacted easily thro%"h te+t &essa"es

    and telephones they are &ore credible than forei"n ne#s channels.

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    Male participants also belie'ed that they #o%ld li$e to #atch Ne#s related to ,ndia to "et

    to $no# ho# people o%tside ,ndia percei'e the co%ntry.

    Cross chec$in" of the ne#s across 'ario%s ne#s channels especially non ,ndian channels

    is also i&portant to "et a "lobal perspecti'e on the ne#s.

    Reach of the correspondents #as correlated #ith their reliability and channels ha'in"

    broader reach of correspondents #ere tho%"ht of bein" credible. Therefore for local ne#s

    ,ndian ne#s channels #ere preferred and for "lobal ne#s forei"n channels. *nother

    reason #hy "lobal channels #ere preferred for forei"n ne#s o'er ,ndian n"lish ne#s

    channels is beca%se of non a'ailability of co%ntry specific ne#s channels.

    Male participants belie'ed that ne#s deli'ered by a reno#ned anchor or a host li$e

    prannoy roy and Ra4deep ardesai is &ore credible than nor&al anchors. Those anchors

    #ho present #ell are also dee&ed reliable. *lso it #as tho%"h that reno#ned anchors

    the&sel'es ha'e their credibility at sta$e so they the&sel'es #o%ld #ant to &a$e s%re the

    ne#s they relay is reliable.

    Male participants tho%"ht the loo$H and presentation s$ills also &atter a lot #hen it

    co&es to belie'in" the credibility of the ne#s that is deli'ered.

    .e&"e "n !*e Ra!"n(s o #ar"ous En(&"s* ne%s c*anne&s

    Female participantsbelie'ed that it is the channel #hich is responsible for the ne#s and

    its the responsibility of the channel to chec$ the tr%eness of the ne#s. *nchor is 4%st a

    person deli'erin" that ne#s.

    B%t in case of tal$ sho#s the "ro%p belie'ed that anchor &atters a lot and if anchor

    chan"es the channel the a%dience #o%ld li$e to follo# that anchor or the host. Certainly

    the ne# pro"ra& hosted on different channel by a reliable host #o%ld aro%se the interest

    of the people.

    Male participants loo$ for the so%rce #hich has pro'ided the ratin"s. ,n case of

    belie'ability of ratin"s if the so%rce is reliable than ratin"s are also tho%"ht of as

    belie'able. .The para&eters #hich for& the basis of ratin"s are also loo$ed %pon and

    their saliency is deter&ined before for&in" a perception. B%t in the end it is the li$ability

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    and personal rele'ance of the channel and ne#s pro"ra& that &atters rather than the

    ratin"s.

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    Recommen'a!"ons

    1 The ne#s channels sho%ld try to b%ild brand eA%ity by telecastin"

    %nbiased and non partisan ne#s and 'ie#s.

    2 n"lish ne#s Channels sho%ld telecast 'ariety of pro"ra&s co'erin"

    different topics and sho%ld try to &a$e the& as interacti'e as possible

    #ith the people and especially the yo%th

    5 n"lish ne#s channels sho%ld stay #ay fro& sensationali(in" the

    ne#s as they are seen as &ore responsible than 3indi ne#s channels.

    : To capt%re the yo%ths i&a"ination the style and &anner of

    presentation sho%ld be 'ery "ood beca%se the yo%th loo$ %p to these

    channels to hone their s$ills.

    ? Channels sho%ld try to create a#areness re"ardin" the critical iss%es

    and especially in'ol'e #o&en to raise a#areness abo%t social

    proble&s.

    6 There sho%ld ne'er be any do%bts abo%t the reliability and credibility

    of ne#s fro& a partic%lar ne#s channel. /ther#ise the i&a"e of the

    channel can ta$e a beatin".

    ; Channels sho%ld try to in'est in ne#s anchors and b%ild the& as

    brands for the si&ple reason that the ne#s deli'ered by a credible

    anchor can brin" in &ore eyeballs and ad'ertently and inad'ertently

    participants also confir&ed a lot of faith in reno#ned na&es.

    ! Channels sho%ld slo#ly try to b%ild brand eA%ity for the&sel'es

    beca%se in an effort to "rab the eyeballs they &ay try to sensationali(e

    ne#s #hich can potentially do &ore har& than "ood.

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    WE.LIOGRAPHY an' .I.LIOGRAPHY

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    conclave.di"italtoda$.in/2008/s(onsor-(ro)ile.!tml - **k

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