A STUDY ON VIEWERS AWARENESS AND PERCEPTION ABOUT STAR VIJAY NETWORK

A PROJECT REPORT

Submitted by

DINESHKUMAR.G09AD07

in partial fulfillment of the requirements of Anna University forthe award of the degree of

Master of Business Administration

JULY 2010

CERTIFICATEThis is to certify that the project work titled

A STUDY ON VIEWERS AWARENESS AND PERCEPTION ABOUT STAR VIJAY

NETWORK

is a bonafide work done byDINESHKUMAR.G

09AD07for the award of degree of

Master of Business Administration

---------------------------- ---------------------------Dr. R. Nandagopal Mr. J.Joshua SelvakumarDirector Faculty Guide

Submitted for the Viva-Voce examination held on ________________________

________________________ _______________________(Signature of Internal Examiner (Signature of External Examiner

with date) with date)

DECLARATIONDECLARATION I G.Dineshkumar, hereby declare that the thesis, entitled “A Study on Viewers awareness and Perception About Star Vijay Network” submitted to the Anna University, Coimbatore, in Partial fulfillment of the requirements for the award of the Master of Business Administration is a record of original and independent research done by me, during the period of 2009-2011 in Department of Management Sciences, at PSG Institute of Management, PSG College of Technology, under the guidance

of Mr.J.Joshua Selvakumar, Lecturer-Senior Grade PSG Institute of Management and it has not formed the basis for the award of any Degree / Diploma /Associate ship / Fellowship or other similar title to any candidate in any University

Signature of the Candidate

ACKNOWLEDGEMENT

ACKNOWLEDGEMENTI would like to thank Dr. R. Nandagopal, Director PSG Institute of Management for his support and for providing me with the opportunity to do this project workI would like to thank my staff Mr.J.Joshua Selvakumar, for his excellent guidance and insight which made a world of difference.

I would like to express my gratitude to Mr.K.R.G.Sharad, Manager, Marketing and Communication of Star Vijay TV for his valuable support and guidance otherwise the project will not be completed.I would like to express my gratitude to Mr. Rajesh, Human Resource Manager of Star Vijay TV for wonderful support to do this project.I would like to express my gratitude to Mr. M.K. Kadhar Mohammuad, Senior Executive-HR of Star Vijay TV for wonderful support to do this project.I am expressing my sincere gratitude to all my faculty members of PSG Institute of Management for their advice and constructive commentsThe unhesitating and timely helps rendered by Th.B.Sivakumar, TH.S.Chandrasekaran and Ms.A.Geetha, Learning Resource Centre, PSGIM, are greatly acknowledgedFinally I like to thank my parents for their unwavering support and total commitment without, which any one of this could have been possible.

DINESHKUMAR.G

EXECUTIVE SUMMARY EXECUTIVE SUMMARY

The main focus of the study is to emphasize the importance is viewer’s awareness and perception towards the Star Vijay television channel private limited. Media in sense to gain an edge over the competitors to give a good quality programs to the viewers to retain them and also to capture the new viewers. Primary data collection was done through structured questionnaire. Secondary data was collected from company websites, books and other websites. Research design used in this study was descriptive research study. The present project helps in finding out the viewer’s insights and perception towards the media channels. This will also helpful for the media channel to improve the quality of the present programs and also to launch new different kind of programs in order to retain the existing viewer’s and also to capture the new viewers. Research has been done through survey with the help of questionnaire. The sample size is 365 and it was collected through interviews and done in four districts in Tamil Nadu. The recommendations were basically from the findings and also to improve the quality of the programs and also to overcome or cut the competitors in the present market share.

CONTENTS TABLE OF CONTENTS

Chapter no

Descriptions

Page no

1 Introduction and design of study

1

1.1 Introduction 2

1.2 Need for study 3

1.3 Scope of study 4

1.4 Objectives 5

1.5 Research methodology

6

1.5.1 Sampling design 6

1.5.2 Sampling technique

6

1.5.3 Sample size 7

1.6 Data collection method

7

1.7 Statistical tools/Software used

8

1.8 Limitations 10

2 Review of 11

literature and concept of working conditions

2.1 Review of literature

12

2.2 Concept of working conditions

14

3 Overview of the study

15

3.1 About the media industry

16

3.2 About the company

18

4 Analysis and interpretation

29

4.1 Analysis 30

4.2 Findings 67

4.3 Suggestions 71

4.4 Conclusions 75

Bibliography 77

Annexure 80

LIST OF TABLES

S .l.n.o Title Page no

1 Age of respondents 30

2 Marital status of respondents 31

3 Occupation of respondents 33

4 District residing of respondents 34

5.1 Friedman test of Tamil channels 36

5.2 Ranking of Tamil channel by respondents

37

6.1 Friedman test of programs 38

6.2 Ranking of programs by respondents

39

7.1 Frequency of features like in Vijay TV

40

7.2 Chi square of features like in Vijay TV

41

7.3 Cross tab of age into features like in Vijay TV

42

8.1 Frequency of features not like in Vijay TV

44

8.2 Cross tab of age into features not like in Vijay TV

45

8.3 Chi square of features not like in Vijay TV

47

9.1 Frequency of program groups 49

9.2 Chi square of program groups 52

10.1 Frequency of serials watched in Vijay TV

53

10.2 Cross tab of age into serials watched

54

11.1 Frequency of broadcasting quality of Vijay TV

57

11.2 ANOVAs of broadcasting quality of Vijay TV

59

12.1 Frequency of program include 60

12.2 Cross tab of age into programs include

61

13.1 Friedman test of advertisements 65

13.2 Ranking advertisements proffered

65

LIST OF FIGURES

S .l.n.o Title Page no

1 Age of respondents 31

2 Marital status of respondents 32

3 Occupation of respondents 33

4 District residing of respondents 35

5.1 Frequency of features like in Vijay TV

40

5.2 Cross tab of age into features like in Vijay TV

43

6.1 Frequency of features not like in Vijay TV

45

6.2 Cross tab of age into features not like in Vijay TV

46

7 Frequency of program groups 51

8.1 Frequency of serials watched in Vijay TV

54

8.2 Cross tab of age into serials watched

56

9 Frequency of broadcasting quality of Vijay TV

58

10.1 Frequency of program include 61

10.2 Cross tab of age into programs include

63

INTRODUCTION AND DESIGN OF STUDY1.1 INTRODUCTION: Perception is an approximation of reality. Our brain attempts to make sense out of the stimuli to which we are exposed. Customer perceptions indicate whether consumers have achieved satisfaction or not. In other words, they represent stepping stones along a continuum. Perceptions accumulate over time and

gradually equate to either satisfaction or dissatisfaction Consumer’s insights represent a deep understanding of consumers need and the drivers of consumer behavior at a level well beyond what consumers are able to articulate well. Consumer’s insights lead to opportunities for creating solutions that are tightly linked to core drivers of human needs and behavior. A consumer insight is the foundation for “consumer-inspired innovation”.

Consumer insight is a flash of understanding on the part of a marketer regarding an unidentified or unmet need in the marketplace, or a new/better way to satisfy an existing need. It is not about a product or service, as Mike suggests. It's about a consumer need that isn't being met as well as it could be. The marketer's challenge, having recognized the insight, is to find a way to capitalize on the thinking that identified the need. That could lead to a product or service, of course, but the insight is independent of the solution.

1.2 NEED FOR THE STUDY:Media is playing an important role in the today’s world which made all people at most addict to it. Media is now booming sector in the Indian industry.In order to capture the market share of the other channel network which is in the top and the Vijay TV has to introduce new programs and in order to retain the existing viewers and also to capture the new audience. To do so surveys has been conducted so that the insights and perceptions of the viewers can be understood. The Vijay TV wanted to know the awareness and Perception level of the viewers about the programs of their network and want to increase the quality of the program already given and also upcoming programs in near future

1.3 SCOPE OF THE STUDYThe market survey had been conducted in the cities of Coimbatore, Tirupur, Erode and Karur in Tamil Nadu. This project is useful for the better understanding of the consumer awareness and Perception. There is also overview of the consumer’s attraction towards a particular Tamil TV Channel.The study was done only with female respondents and in future it can be done for both gender and also for children.

1.4 OBJECTIVES:

1. To find the viewers awareness and perception level towards Vijay TV.2. To conduct a demographic study on the viewers of Vijay TV in four districts.3. To understand the promotional techniques of Vijay TV and to offer innovative ideas for promotion.4. To provide suggestions to bring the innovative programs for retaining the viewership and to capture the new audience.

1.5 RESEARCH METHODOLOGY:

The market survey was carried out with express intention of its being factual and maximum possible care has been exerted to use the best sources of information.There are many ways through which market survey can be conducted and the most popular method available entails about 80% of the facts considered and 20% of necromancy and judgment. It would be true to say that the luck of statistical data would make the study useless. There are different ways through which market survey can be conducted

1.5.1 RESEARCH DESIGN:A research design is a framework or blueprint for conducting the research project. It details the procedures necessary for obtaining the information needed to solve research problems. In this project, the research design is descriptive in nature. Specify the Scaling Procedure Scaling involves creating a continuum on which measured objects are located. Both nominal and interval scales have been used for this purpose.

1.5.2 SAMPLING DESIGN: Sampling is one of the components of research design. The formulation of research design is a third step of the marketing research process.

1.5.2.1SAMPLING TECHNIQUE: The sample size has been taken by Non Probability convenience sampling technique. Since our project is all about the study of consumer insights and perceptions sampling can be taken according to the needs and time limits.

1.5.2.2 SAMPLE SIZEThis study involves a sample size of totally 365 respondents in four districts in Tamil Nadu.Coimbatore = 100 Samples, Tirupur = 100 Samples, Erode = 100 Samples, Karur = 65 Samples

1.5.3 DATA COLLECTION METHOD:Data has been collected both from primary as well as secondary sources. Primary sources give us real time information and the sources are updated and there can be a greater dependency on these sources. Whereas secondary sources gives us historical information and not about real time sources. So dependency on these sources is limited.

1.5.3.1 Primary SourcesPrimary data was obtained through questionnaires filled by people and through direct communication with respondents in the form of Interview.

1.5.3.2 Secondary SourcesThe secondary sources of data were taken from the various websites, journal reports, articles etc. This mainly provided information about the consumer insights and preferences about TV channels.

1.5.3.3 Method of data collected: A questionnaire is a formalized set of questions for obtaining information from respondents. Whereas pretesting refers to the testing of the questionnaire on a small sample of respondents in order to identify and eliminate potential problems

1.6 STATISTICAL TOOLS USED:The various statistical tools applied in the study are:

1.6.1 Percentage analysis1.6.2 Chi-square

1.6.3 ANOVA1.6.4 Cross tab

1.6.5 Friedman1.6.1 PERCENTAGE METHODPercentage refers to a special kind of ratio. Percentages are used in making comparison between two or more series of data. Percentage is used to describe relations. It can also be used to compare the relative terms, the distribution of two or more series of data.

Percentage = (No of Respondents/Total no of respondents) x 100

1.6.2 CHI SQUARE TEST Chi square is a statistical measure used in the context of sampling analysis for comparing a variance to a theoretical variance. It can be used to determine if categorical data shows dependency or the two classifications are independent.

1.6.3 ANOVAThe basic principle of ANOVA is to test for differences among the means of the population by examining the amount of variation within each of these samples, relative to the amount of variation between the samples. In short, we have to make two estimates of population variance,

F = (Estimate of population variance based on between samples variance / Estimate of population variance based on within samples variance)This value of F is to be compared to the F-Limit for given degrees of freedom. If the F value we work out is equal or exceeds the F-limit value, we may say that there are significant differences between the sample means.

1.6.4 CROSS TABIt is a technique for studying the relationship among and between nominal

variables. This is termed as cross tabulation or cross tabs, cross classification and contingency table analyses. In cross tabulation, the sample is divided into to sub groups in order to learn how the dependent variable varies from subgroup to subgroup.

1.6.5FRIEDMAN’S TEST The Friedman test is a non-parametric statistical test Similar to the parametric repeated measures ANOVA, it is used to detect differences in treatments across multiple test attempts. The procedure involves ranking each row (or block) together, then considering the values of ranks by columns. Applicable to complete block designs, it is thus a special case of the Durbin test. The Friedman test is used for one-way repeated measures analysis of variance by ranks. In its use of ranks it is similar to the Kruskal-Wallis one-way analysis of variance by ranks. Friedman test is widely supported by many statistical packages such as SAS, SPSS, R, and mat lab, WINKS, graph pad, Biostatic and more.

1.7 SOFTWARE USED:The software used for conducting this survey is Gpower3 software in order to calculate the sample size to conduct this survey.

1.8 LIMITATIONS: Being a real time project this projects do have some limitations

Time constraintsThe time limit allowed to conduct the study was only 35 days. So the entire population in the cities of Coimbatore, Tirupur, Erode and Karur cannot be covered to perform an in depth study in the topic however the key areas were aptly covered.

Reliability of dataReliability of data always remains a prime concern when humans are surveyed. Noninterest, poor understanding, unclear questions, inability to think instantly and customer biases creeps in apprehensiveness in the minds of the researcher while tabulating and analyzing the data. Research was carried out only among the women viewers and limited to four districts only.

REVIEW OF LITERATURE AND CONCEPT OF WORKING CONDITION2.1 REVIEW OF LITERATURE: The review of literature for Viewers awareness and perception towards the media is given below.

Narissra Maria Punyanunt-Carter (2006) in her report title “Love on Television: Reality Perception Differences between Men and Women” has talked about that the goal of this study was to provide information on perceptions of Perceived realism of love on television. Specifically, the results indicated that men and women have different perceptions on love on television and also he stated that the results of his study support Galician's (1999) findings that media shape our Perceptions regarding behavior of a person. Based on the results of the current study, men and women do not significantly vary in their perceptions of realism about attraction on television. Television viewers create their own perceptions of what they see on television. These perceptions become beliefs affecting their actions and behaviors. Thus, future research should look at what specific things people perceive as real and what effects it may cause Viewers [3]. Dalakas, Langenderfer, Jeff, Vassilis (2007) in their article titled “Customer Satisfaction with Television Viewing- Insights to entertainment industry” has talked about people’s consumption of entertainment within the context of increasingly popular reality television. We specifically focus on the ways in which affective disposition toward characters relates to desired outcomes, consequently, to overall emotional responses and evaluations. Through transcripts from Internet chat rooms for a reality television show, they found that viewers formed liking- and disliking-relationships with different characters and watched the show to follow these characters. This was true when viewers dislike particular characters and wished bad outcomes for them. When bad out- comes did arise for disliked characters, consumer’s derived satisfaction and enjoyment from the viewing experience [1].John P.Murry, John L.Lastovicka, Surendra N. Singh (1992) in their article titled “Feeling and Liking responses to television programs” has talked about this study is about the feelings and liking of the programs on a particular media channels and how it affects the viewers. In contrast to feeling state the program liking is summary evaluation of the experience of viewing television programs and also talked about in the year 1986 Schumann found that placing an ad in the liked program results in more positive impressions that place the same ads in disliked programs. He found that by selecting a total of six programs two positive two negative and two neutral based Programs. The results suggest that viewers liking of programs positively influenced the ads given in between the liked programs [2]. L.J Shrum, Robert S.Wyer, JR. Thomas C. O’Guinn (1998) in their article titled “The effects of television consumption on social perceptions” has talked about the effects of television Consumption a Social perception and the result of this study one and two heuristic model of Cultivation effects states that television Viewing has a causal influence on the on the perceptions of social reality and television viewing has a significant effect on the causal influence on the perceptions of prevalence of crime and occupations [4].

2.2. WORKING DEFINITIONPerception:

Perception is the process of is the process of attaining awareness or understanding of sensory information.

Consumption:Consumption is defined as people who spend their valuable time in entertainment or in taking something or expenditure for something.

Viewership:Viewership is defined as the people who watch a television program or motion picture.

Reach:Reach is defined as the size of the audience exposed to a particular program or advertisement in a particular channel.

Frequency:Frequency is defined as the number of occurrences of a repeating event per unit time.

Features:Features are been defined as the individual measurable heuristic properties of the phenomena being observed.

Rating:Rating is defined as ranking a particular program over a particular channel

OVERVIEW OF THE STUDY3.1 ABOUT THE MEDIA INDUSTRY: Mass media denotes a section of the media specifically designed to reach a large audience. The term was coined in the 1920s with the advent of nationwide radio networks, mass-circulation newspapers and magazines. However, some forms of mass media such as books and manuscripts had already been in use for centuries. Mass media includes Internet media (like blogs, message boards, pod casts, and video sharing) because individuals now have a means to exposure that is comparable in scale to that previously restricted to a

select group of mass media producers. The communications audience has been viewed by some commentators as forming a mass society with special characteristics, notably atomization or lack of social connections, which render it especially susceptible to the influence of modern mass-media techniques such as advertising and propaganda.The term public media is less used and is defined as "media whose mission is to serve or engage a public." Marshall McLuhan, one of the biggest critics in media's history, brought up the idea that "the medium is the message."

3.1.1PurposesMass media can be used for various purposes and they are as follows:1. Advocacy, both for business and social concerns. This can include advertising, marketing, propaganda, public relations, and political communication.2. Entertainment, traditionally through performances of acting, music, and sports, along with light reading; since the late 20th century also through video and computer games.3. Public service announcements.

3.1.18BroadcastThe sequencing of content in a broadcast is called a schedule. With all technological endeavors a number of technical terms and slang are developed please see the list of broadcasting terms for a glossary of terms used. Television and radio programs are distributed through radio broadcasting over frequency bands that are highly regulated by the Federal Communications Commission. Such regulation includes determination of the width of the bands, range, licensing, types of receivers and transmitters used, and acceptable content. Cable programs are often broadcast simultaneously with radio and television programs, but have a more limited audience. A broadcasting organization may broadcast several programs at the same time, through several channels (frequencies), for example BBC One and Two. On the other hand, two or more organizations may share a channel and each use it during a fixed part of the day. Digital radio and digital television may also transmit multiplexed programming, with several channels compressed into one ensemble.When broadcasting is done via the Internet the term web casting is often used. In 2004 a new phenomenon occurred when a number of technologies combined to produce pod casting. Pod casting is an asynchronous broadcast/narrowcast medium, with one of the main proponents being Adam Curry and his associates the Pod show.

3.2.1 ABOUT STAR VIJAY TV:COMPANY PROFILE:STAR VIJAY

Launched 1994

Network STAR TV

Owned by STAR TV

Picture format 1080i HDTV

Country India

Broadcast area India, Sri Lanka, Malaysia, Singapore, Vietnam, Japan, Canada, Hong Kong and United States

Sister channel(s) STAR ANANDASTAR PLUS

Website www.vijaytv.com

STAR Vijay (previously and still known as Vijay TV) is a popular Indian entertainment channel broadcasting in Tamil. The channel is also available in several other nations as well. The channel is owned by Rupert Murdoch's News Corporation.Star Vijay is a general entertainment channel that has taken Tamil Nadu a storm. With highly innovative programming, including soaps mounted on a massive scale, film review shows, comedy and spoof shows, quality Tamil movies and block buster holly wood movies dubbed in Tamil, star Vijay provides comprehensive entertainment for the entire family

Earlier in 1994 this channel was started as Golden Eagle Communication (GEC) by Sri Ramachandra University which was later changed as Vijay TV after acquired by Vijay Mallya within a year. Before acquisition by Rupert Murdoch in 2001 it was owned by UTV Software Communications.It is best known for serving its viewers with a mix of content, not limited to mega serials/daily soaps like other Tamil channels. The main reason of success of STAR Vijay is its share of reality shows.Reality shows were first introduced to the audiences by STAR Vijay. Some of its popular reality shows which brought a huge chunk of revenue for the channel includesAirtel Super Singer, Jodi no-1, Kalakkapovadhu Yaaru, Anu Alavum Bayamillai, Coffee with Anu, Azhaghiya Tamilmagan, Neeya Naana, Boys vs. Girls, Yamirukka Bayamaen,Super Mom, Khadai Alla Nigam, Ippadikku Rose FUNCTIONS OF VIJAY TV

BROADCASTING OPERATIONS & ENGINEERING: =

OPERATION, PRESENTATION & SYNDICATION:

PROGRAMMING:TYPES OF DEPARTMENTSThere are 12 departments in Star Vijay media private limited company. The departments are as follows1. Broadcasting. Operation and Engineering2. Programming3. Operation on Presentation and Syndication4. Sales and Commercials5. Traffic6. Finance7. MIS-IT(system)8. Human Resource9. Marketing10. OAP-On Air Promos11. Legal12. GM Office

INDUSTRY PROFILEEntertainment consists of any activity which provides a diversion or permits people to amuse themselves in their leisure time. Entertainment is generally passive, such as watching opera or a movie. Active forms of amusement, such as recreations or sports, are more often considered to be recreation. Activities such as personal reading or practicing musical instruments are considered as hobbies.The industry that provides entertainment is called the entertainment industry. There are many forms of entertainment for example: cinema, theatre, sports, games and social dance. Puppets, clowns, pantomimes and cartoons tend to appeal to children, though adults may also find them enjoyable

FORMS OF ENTERTAINMENT:ANIMATION:Some people find animation to be entertaining. Similarly, some people find cartoons to be entertaining.

CINEMA & THEATRE:Many people find cinema /or theatre and other live performance such as circus, plays, musicals, farces, monologues and pantomimes to be entertaining.

COMEDY:Comedy provides laughter and amusement. The audience is taken by surprise, by the parody or satire of an unexpected effect or an opposite expectations of their cultural beliefs. Slapstick film, one-liner joke, observational humors are forms of comedy which have developed since the early days of jesters and traveling minstrels.

COMICS:Comics comprise of text and drawings which convey an entertaining narrative. Several famous comics revolve around super heroes such as Superman and Batman. Marvel Comics and DC Comics are two publishers of comic books. Manga is the Japanese word for comic and print cartoons.Caricature is a graphical entertainment. The purpose may vary from merely putting smile on the viewer’s face, to raising social awareness, to highlighting the moral vices of a person being caricatured.

DANCE AND MUSIC:Many people find involvement in social dance to be entertaining. Some people listen to or watching musical entertainment.

VIJAY AWARDSThe Vijay Awards is an awards ceremony that honors excellence in Tamil language films around the world since 2006. In recent years it has been sponsored by Reliance and Univercell. The awards began in 2006 and the awards honor films from the previous calendar year.

AWARDS:Jury AwardsBest Film, Best Actor, Best Actress, Best Supporting Actor, Best Supporting Actress, Best Comedian, Best Villain, Best Debut Actor, Best Debut Actress, Best Director, Best Cinematographer, Best Art Director, Best Music Director, Best Editor, Best Male Playback Singer, Best Female Playback Singer, Best Lyricist, Best Dialogue Writer, Best Choreographer, Best Stunt Director, Best Make Up, Best Costume Designer, Best Find of the Year, Best Crew, Contribution to Tamil Cinema, Chevalier Sivaji Ganesan Award for Excellence in Indian Cinema.

Favorite AwardsFavorite Hero, Favorite Heroine, Favorite Film, Favorite Director, Entertainer of the Year

3.2.2MARKETING AND PROMOTIONAL STRATEGIES OF VIJAY TV:Star Vijay TV has followed some of the Marketing and promotional strategies and they are

3.2.2.1Maintaining aggressive promotion and packaging approach for all programs.For example Vijay TV recently started a program Jodi number one junior in such a way that it created excitement in viewers mind.

3.2.2.2Expand the market by launching the programs that is relatable to all generation audienceVijay TV concentrates on all age groups of viewers and broadcast programs at that time. During Morning time it Broadcasts Spiritual Programs.For example Morning: Bhakthi Geetham Afternoon: Hollywood Movies Evening: Kallikattu Pallikoodam serial for school children’s, yamirukka payamaen, Rani Maharani Serials for women’s.

3.2.2.3Advertisement of program by print media:Star Vijay TV advertises about their program by Newspaper, Boarding’s, Posters, Weekly Magazines and internet.

3.2.2.4Celebrations of festival India is a country of festivals. We have countless festivals in all seasons. Looking towards the Indian culture Vijay celebrates all festivals in their daily showsThey invite celebrities in their show during the festival season. They decorate the home of daily TV serials according to the festival and show them celebrating festival in pure Indian culture

3.2.3Management of service quality by Star Vijay:

Providing a superior service is a challenging task for Star Vijay and they provide themselves in all areas of entertainment by providing endless entertainment. They always indentify their target customer and come with new ideas and entertainment shows to serve the viewers.When there was a bloom for reality show in the country Star Vijay TV has introduced many reality shows for each generation people and Star Vijay TV was the first Channel in Tamil Nadu to in introduce reality shows. The shows are1. Airtel super singer Senior,2. Airtel super singer Junior3. Jodi no:1 Senior,4. Jodi no:1 Junior5. Anu Alavum Payamillai

ANALYSIS AND INTERPRETATION4.1 ANALYSIS:1. Age: (a) 18-25 (b) 26-35 (c) 36-45 (d) 46-55 (e) Above 56

1. Table showing the frequency of age of respondents

Age Frequency Percent valid percent cumulative percent

18-25 50 13.7 13.7 13.7

26-35 144 39.5 39.5 53.2

36-45 109 29.9 29.9 83

46-55 51 14 14 97

Above 56 11 3 3 100

Total 365 100 100

Interpretation:From Table.1 out of 365 Respondents surveyed 13.7% respondents are under age from 18-25, 39.5% Respondents are under the age 26-35, 29.9% Respondents are under age from 36-45, 14%, Respondents are under age from 46-55, 3% Respondents are under the age Above 56. Majority of respondents are under the age group from 26-35.

1. Chart showing frequency of age of respondents 2. Marital Status: (a) Single (b) Married

2. Table showing Respondent marital status

Marital-Status

Frequency

percent

valid percent

cumulative percent

Single

15 4.1 4.1 4.1

Married

350

95.9

95.9

100

Total

365

100

100

Interpretation:

From Table. 2 out of 365 respondents surveyed, 4.1% Respondents are single and 95.9% respondents are married. Majority of the respondents is married as per above table.

Chart.2 Marital Status of respondents 3. 0ccupation: (a) Salaried (b) Self-Employed (c) Home-Maker

3. Table showing occupation of respondents

Occupation frequency percent valid percent cumulative percent

Salaried 121 33.2 33.2 33.2

Self-Employed 12 3.3 3.3 36.4

Home-maker 232 63.6 63.6 100

Total 100 100 100

Interpretation:From Table.3 out of 365 Respondents Surveyed, 33.2% Respondents are Salaried, 3.3% Respondents are Self-Employed and 63.6% Respondents are Home-Maker. Majority of the respondents are Home-Maker as per the above table.

3. Chart showing Occupation of respondents: 4. Which District you are residing at: (a) Coimbatore (b) Tirupur (c) Erode (d) Karur

4. Table showing residing district of respondents

District frequency percent valid percent cumulative percent

Coimbatore 100 27.4 27.4 27.4

Tirupur 100 27.4 27.4 54.8

Erode 100 27.4 27.4 82.2

Karur 65 17.8 17.8 100

Total 365 100 100

Interpretation: From the Table.4 out of 365 Respondents Surveyed, 27.4% Respondents are from Coimbatore District, 27.4%, Respondents are from Tirupur District, 27.4% Respondents are from Erode District and 17.8% Respondents are from Karur District.

4. Chart showing Residing District of Respondents:

5. Which Tamil Channel do you like to watch frequently? Rank the below following channels. (a) Sun TV (b) Vijay TV (c) Kalainagar TV (d) K TV (e) Aditya TV (f) Sun Music (g) Jaya TV (h) Others

Friedman test:Null Hypothesis H0:There is no significance difference between the mean ranks given by the respondents with regards to frequency of watching Tamil channels.

Alternate Hypothesis H1:There is a significance difference between the mean ranks given by the respondents with regards to frequency of watching Tamil channels.

5.1 Friedman test

N 365

Chi-Square 1177.44

Df 7

Asymp.Sig .000

Interpretation:

From the table 5.2 the significance value (.000) which is less than (.05). So Null hypothesis is rejected and Alternate hypothesis is accepted. There is significance difference between the mean ranks given by the respondents in watching the Tamil channels.

5.2 Table showing the ranking of Tamil channels by respondents

CHANNELS Mean Rank

SUNTV 2.01

VIJAY TV 3.13

KALAINAGAR TV 4.17

K TV 3.64

ADITYA TV 4.29

SUN MUSIC 5.38

JAYA TV 6.56

OTHERS 6.82

Interpretation:From table 5.1 the minimum mean rank is given by respondents is for SUN TV with a mean of 2.01. Therefore SUN TV is the most frequently watched Tamil channel and it is followed by Vijay TV with a Mean Rank of 3.13, K TV with a Mean Rank of 3.64, Kalainagar TV with a Mean Rank of 4.17, Aditya TV with a Mean Rank of 4.29, Sun Music with a Mean Rank of 5.38, Jaya TV with a Mean Rank of 6.56 and Others with a Mean Rank of 6.82.6. Which type of programs you preferred to watch? Rank them. (a) Serials (b) Reality Shows(c) Movies(d) Songs(e) Comedy(f) Others

Friedman test:Null Hypothesis H0:There is no significance difference between the mean ranks given by the respondents with regards to frequency of Programs watching in Tamil channels.

Alternate Hypothesis H1:There is a significance difference between the mean ranks given by the respondents with regards to frequency of programs watching in Tamil channels.

6.2 Friedman test

N 365

Chi-Square 11225.67

Df 6

Asymp.Sig .000

Interpretation: From table 6.2 the significance value (.000) which is less than (.05). So Null hypothesis is

rejected and Alternate hypothesis is accepted. There is significance difference between the mean ranks given by the respondents in watching the programs in Tamil channels.

6.2 Table showing the ranking of programs by the respondents

PROGRAMS Mean Rank

SERIALS 2.19

REALITY SHOWS 2.98

MOVIES 2.93

SONGS 3.66

COMEDY 4.13

NEWS 5.64

OTHERS 6.47

Interpretation:From the table 5.1 the minimum mean rank given by the respondents in watching programs in Tamil channels is for Serials with a mean of 2.19. Therefore Serials is the most frequently watched programs by respondents in Tamil channel and it is followed by Movies with a Mean Rank of 2.93, Reality shows with a Mean Rank of 2.98, Songs with a Mean Rank of 3.66, Comedy with a Mean Rank of 4.13, News with a Mean Rank of 5.64, Others with a Mean Rank of 6.47. 7. Which Feature/Aspect do you like in Vijay TV?(a) Good Quality (b) New Concepts

(c) Knowledge Development (d) Back Ground Settings (e) Vijay TV not Available

7.1 Table showing Features/Aspects like in Vijay TV by Respondents

Frequency Percentage Valid Percent Cumulative Percent

Good Quality 183 50.1 50.1 50.1

New Concepts 105 28.8 28.8 78.9

Knowledge Improvement

12 3.3 3.3 82.2

Vijay TV not available

65 17.8 17.8 100

Total 365 100 100

Interpretation:From the Table.7.1 out of 365 Respondents Surveyed, 50.1% respondents told we like Good Quality Programs in Vijay TV, 28.8% respondents told we like New Concepts in Vijay TV, 3.3% respondents told we like Vijay TV due to Knowledge Improvements Programs, 17.8% respondents told we don’t have Vijay TV in our Home.

Chart.5.1 Features like in Vijay TVNull Hypothesis H0:There is no significance difference between the age of the respondents and the features that liked in Vijay TV by the respondents

Alternate Hypothesis H1:There is a significance difference between the age of the respondents and the features that liked in Vijay TV by the respondents

7.2 Table showing the Chi-Square of features like in Vijay TV by respondents

Age Which Features/Aspect do you like in Vijay TV

Chi-Square 153.342 170.704

Df 4 3

Asymp.sig .000 .000

Interpretation:

From the table 7.2 the Asymp significance level (.000) which is less than (0.05). So we reject Null hypothesis and Alternate hypothesis is accepted. There is significance difference between the age of the respondents and the features liked in Vijay TV by the respondents.

7.3 Table showing Age*Features like in Vijay TV by the respondents

WHICH FEATURE/ASPECT DO YOU LIKE IN VIJAY TV

GOOD QUALITY

NEW CONCEPTS

KNOWLEDGE IMPROVEMENT

VIJAY NOT AVAILABLE

Total

AGE 18-25 30 10 1 9 50

26-35 69 47 6 22 144

36-45 58 30 2 19 109

46-55 21 16 2 12 51

ABOVE 56 5 2 1 3 11

Total 183 105 12 65 365

Interpretation: From the table 7.3 out of 365 Respondents Surveyed, the respondents under age group 18-25, 30 respondents told we like Vijay TV due to Good Quality, 10 respondents told New concepts, 1 respondent told Knowledge Improvement and 9 Respondents told Vijay TV not Available. The respondents under age group 26-35, 69 respondents told we like Vijay TV due to Good Quality, 47 respondents told New Concepts, 6 Respondents told Knowledge Improvement and 22 respondents told Vijay not Available. The respondents under the age group 36-45, 58 respondents told we like Vijay TV due to Good Quality, 30 respondents told New Concepts, 2 respondents told Knowledge Improvement and19 respondents told Vijay TV not available. The respondents under 46-55, 21 respondents told we like Vijay TV due to Good Quality, 16 respondents told New Concepts, 2 respondents told Knowledge Improvement and 3 respondents told Vijay TV not Available. The respondents under age group Above 56, 5 respondents told we like Vijay TV due to Good Quality, 2 respondents told new concepts, 1 respondent told knowledge improvement, and 2 respondents told Vijay TV not available.

5.2 Chart showing the Age*Features like in Vijay TV by the respondents 8. Which Feature/Aspect you do not like in Vijay TV

(a) Advertisements (b) Tele-Marketing (c) English Dominance (d) Nothing (e) Vijay TV not available

8.1 Table showing frequency of features not like in Vijay TV by the respondents

Frequency Percent Valid Percent Cumulative Percent

ADVERTISEMENTS

179 49 49 49

TELE MARKETING 28 7.7 7.7 56.7

ENGLISH DOMINANCE

12 3.3 3.3 60

NOTHING 81 22.2 22.2 82.2

VIJAY NOT AVAILABLE

65 17.8 17.8 100

Total 365 100 100

Interpretation:From the table 8.1 out of 365 respondents surveyed, 49% told they didn’t like Advertisements in Vijay TV, 7.7% respondents told Tele-Marketing, 3.3% respondents English Dominance, 22.2% respondents told nothing, 17.8% told Vijay TV not available in their home. The most is the Advertisements.

6.1 Chart showing the Features not like in Vijay TV by the respondents

8.2 Table showing Age*Features not like in Vijay TV by the respondents

WHICH FEATURE/ASP

ECT YOU DO NOT LIKE IN VIJAY TV

ADVERTISEMENTS

TELE MARKETING

ENGLISH DOMINANCE

NOTHING

AGE 18-25 23 6 1 11

26-35 69 11 4 38

36-45 53 8 4 25

46-55 27 3 3 6

ABOVE 56 7 0 0 1

Total 179 28 12 81

Interpretation:From table 8.2 out of 365 respondents Surveyed the people under age group 18-25 respond that 23 respondents told that they did not like Advertisement in Vijay TV, 6 told Tele- Marketing, 1 told English Dominance, 11 told Nothing. The people under age group 26-35 respond that 69 respondents told that they did not like Advertisement in Vijay TV, 11 told Tele- Marketing, 4 told English Dominance, and 38 told nothing. The people under age group 36-45 respond that 53 respondents told that they did not like Advertisement in Vijay TV, 8 told Tele- Marketing, 4 told English Dominance, and 25 told nothing. The people under age group 46-55 respond that 27 respondents told that they did not like Advertisement in Vijay TV, 3 told Tele- Marketing, 3 told English Dominance, and 6 told nothing. The people under age group Above 56 respond that 7 respondents told that they did not like Advertisement in Vijay TV, 0 told Tele- Marketing, 0 told English Dominance, and 1 told nothing. The 65 respondents told they didn’t have Vijay TV in their home.

6.2 Chart showing Age*Features not like in Vijay TV by the respondents

Null Hypothesis H0:There is no significance difference between the age of the respondents and the features that not liked in Vijay TV by the respondents

Alternate Hypothesis H1:There is a significance difference between the age of the respondents and the features that not liked in Vijay TV by the respondents

8.3 Table showing Chi-Square of features not like in Vijay TV by the respondents.

AGE WHICH FEATURE/ASPECT YOU DO NOT LIKE IN VIJAY TV

Chi-Square 153.342a 234.384a

Df 4 4

Asymp. Sig. .000 .000

Interpretation:From the table 8.3 the Asymp significance level (.000) which is less than (0.05). So we reject Null hypothesis and Alternate hypothesis is accepted. There is no significance difference between the age of the respondents and the features not liked in Vijay TV by the respondents. 9. Which Programs do you like more in Vijay TV? Select the any one of the following groups that matches your program list. (a) Neeya Naana, Namma Veetu Kalyanam (b)Super Singer, Neeya Naana, Khadai Alla Nizam (c) Nadanthadu Enna Kutramum Pinnaniyum, Neeya Naana (d) Jodi Number One, Super Mom, Super singer, Neeya Naana (e) Neeya Naana, Super Singer, Nadanthadu Enna Kutramum Pinnaniyum (f) Super Singer, Neeya Naana, Jodi Number One (g) Nadanthadu Enna Kutramum Pinnaniyum, Super Singer, Neeya Naana, Jodi Number One (h) Namma Veetu Kalyanam, Super Singer, Jodi Number One, Neeya Naana (i) Neeya Naana, Khadai Alla Nizam, Super Singer, Nadanthadu Enna Kutramum Pinnaniyum (j) Neeya Naana, Super Singer (k) Neeya Naana, Khadai Alla Nizam (l) Jodi Number One, Neeya Naana (m) Jodi Number One, Super Singer (n) Coffee with Anu, Neeya Naana, Super Singer, Jodi Number One (o) Cookery, Neeya Naana, Super Singer (p) Movies, Neeya Naana, Anu Alavum Payamillai (q) Vijay TV Not Available

9.1 Table showing the frequency of programs groups watched in Vijay TV by the respondents

Frequency Percent Valid Percent Cumulative Percent

NEEYA NAANA, NAMMA VEETU KALYANAM

12 3.3 3.3 3.3

SUPER SINGER, NEEYA NAANA,

28 7.7 7.7 11

KADHAI ALLA NIZAM

NADANTHADU ENNA KUTRAMUM PINNANIYUM, NEEYA NAANA

10 2.7 2.7 13.7

JODI NUMBER ONE, SUPER MOM, SUPER SINGER, NEEYA NAANA

4 1.1 1.1 14.8

NEEYA NAANA, SUPER SINGER, NADANTHADU ENNA KUTRAMUM PINNANIYUM

32 8.8 8.8 23.6

SUPER SINGER, NEEYA NAANA, JODI NUMBER ONE

34 9.3 9.3 32.9

NADANTHADU ENNA KUTRAMUM PINNANIYUM, SUPER SINGER, NEEYA NAANA, JODI NUMBER ONE

13 3.6 3.6 36.4

NAAMA VEETU KALYANAM, SUPER SINGER, JODI NUMBER ONE, NEEYA NAANA

19 5.2 5.2 41.6

NEEYA NAANA, KADHAI ALLA NIZAM, SUPER SINGER,NADANTHADU ENNA KUTRAMUM PINNANIYUM

12 3.3 3.3 44.9

NEEYA NAANA, SUPER SINGER

64 17.5 17.5 62.5

NEEYA NAANA, KADHAI ALLA NIZAM

17 4.7 4.7 67.1

JODI NUMBER ONE, NEEYA NAANA

12 3.3 3.3 70.4

JODI NUMBER ONE, SUPER SINGER

17 4.7 4.7 75.1

COFFEE WITH ANU,NEEYA NAANA, SUPER SINGER, JODI NUMBER ONE

6 1.6 1.6 76.7

COOKERY,NEEYA NAANA, SUPER SINGER

6 1.6 1.6 78.4

MOVIES, NEEYA NAANA, ANU ALAVUM PAYAMILLAI

14 3.8 3.8 82.2

VIJAY NOT AVAILABLE

65 17.8 17.8 100

Total 365 100 100

Interpretation:From the table 9.1 out of 365 respondents surveyed, 3.3% respondents told that they like the program group (Neeya Naana, Namma Veetu Kalyanam), 7.7% respondents told that they like the program group (Super Singer, Neeya Naana, Khadai Alla Nizam), 2.7% respondents told that they like the program group (Nadanthadu Enna Kutramum Pinnaniyum, Neeya Naana), 1.1% respondents told that they like the program group (Jodi Number One, Super Mom, Super singer, Neeya Naana), 8.8% respondents told that they like the program group (Neeya Naana, Super Singer, Nadanthadu Enna Kutramum Pinnaniyum), 9.3% respondents told that they like the program group (Super Singer, Neeya Naana, Jodi Number One), 3.6% respondents told that they like the program group (Nadanthadu Enna Kutramum Pinnaniyum, Super Singer, Neeya Naana, Jodi Number One), 5.2% respondents told that they like the program group (Namma Veetu Kalyanam, Super Singer, Jodi Number One, Neeya Naana), 3.3% respondents told that they like the program group (Neeya Naana, Khadai Alla Nizam, Super Singer, Nadanthadu Enna Kutramum Pinnaniyum), 17.5% respondents told that they like the program group (Neeya Naana, Super Singer), 4.7% respondents told that they like the program group (Neeya Naana, Khadai Alla Nizam), 3.3% respondents told that they like the program group (Jodi Number One, Neeya Naana), 4.7% respondents told that they like the program group (Jodi Number One, Super Singer), 1.6%

respondents told that they like the program group (Coffee with Anu, Neeya Naana, Super Singer, Jodi Number One), 1.6% respondents told that they like the program group (Cookery, Neeya Naana, Super Singer), 3.8% respondents told that they like the program group (Movies, Neeya Naana, Anu Alavum Payamillai), 17.8% respondents told that (Vijay TV Not Available in home). The majority of the people like Neeya Naana and Super Singer program group.

7.1 Chart showing the frequency of program groups watched in Vijay TV by the respondents

Null Hypothesis H0:There is no significance difference between the age of the respondents and the programs that liked in Vijay TV by the respondents

Alternate Hypothesis H1:There is a significance difference between the age of the respondents and the programs that liked in Vijay TV by the respondents

9.3Table showing Chi-Square of program groups watched in Vijay TV by respondents

AGE WHICH PROGRAMS DO YOU LIKE MORE IN VIJAY TV

Chi-Square 153.342a 250.214a

Df 16 16

Asymp. Sig. .000 .000

Interpretation:From the table 9.3 the Asymp significance level (.000) which is less than (0.05). So we reject Null hypothesis and Alternate hypothesis is accepted. There is no significance difference between the age of the respondents and programs liked in Vijay TV by the respondents. 10. Which serials do you like to Watch in Vijay TV? (a) Sai Baba (b) Yamirukka Bayam Yaen(c) Kalli Kattu Pallikoodam(d) Roja Koottam(e) Rani Maharani(f) Don’t Like/ Watch Serials(g)Vijay TV not available

10.1 Table showing frequency of serials watched in Vijay TV by respondents

Serials Frequency Percent Valid Percent Cumulative Percent

SAIBABA 2 0.5 0.5 0.5

YAMIRUKKA BAYAM YAEN

4 1.1 1.1 1.6

KALLI KATTU PALLIKOODAM

13 3.6 3.6 5.2

ROJA KOOTTAM 7 1.9 1.9 7.1

RANI MAHARANI 11 3 3 10.1

DONT LIKE/WATCH SERIALS

263 72.1 72.1 82.2

VIJAY NOT AVAILABLE

65 17.8 17.8 100

Total 365 100 100

Interpretation:From the table 10.1 out of 365 respondents surveyed, .5% respondents told that we like the serial Sai Baba, 1.1% respondents told that we like the serial Yamirukka Bayam Yaen, 3.6% respondents told that we like the serial Kalli Kattu Pallikoodam, 1.9% respondents told that we like the serial Roja Koottam, 3% respondents told that we like the serial Rani Maharani, 72.1 respondents told that we Don’t Like/ Watch Serials, 17.8% respondents told that Vijay TV not available in home. The majority of the respondents told we like Kalli Kattu Pallikoodam serial in Vijay TV.

8.1 Chart showing frequency of serials watched in Vijay TV by respondents

10.2 Table showing Age* Serials watched in Vijay TV by respondents

Age / Serials

18-25 26-35 36-45 46-55 ABOVE 56 Total

SAIBABA 0 1 1 0 0 2

YAMIRUKKA BAYAM YAEN

0 1 0 3 0 4

KALLI KATTU PALLIKOOD

7 4 2 0 0 13

AM

ROJA KOOTTAM

2 3 1 1 0 7

RANI MAHARANI

2 5 4 0 0 11

DONT LIKE 30 108 82 35 8 263

VIJAY NOT AVAILABLE

9 22 19 12 3 65

Total 50 144 109 51 11 365

Interpretation:From the table 10.2 out of 365 respondents surveyed, the respondent under the age group 18-25, 7 respondents told we like Kalli Kattu Pallikoodam, 2 respondents told we like Roja Koottam, 2 respondents told we like Rani Maharani, 30 respondents told we don’t like/watch serials, 9 respondents told we Vijay TV not available in home. The respondent under the age group 26-35, 1 respondent told that we like Sai baba, 1 respondent told that we like Yamirukka Bayam Yaen, 4 respondents told that we like Kalli Kattu Pallikoodam, 3 respondents told that we like Roja Koottam, 5 respondents told that we like Rani Maharani, 108 respondents told that we don’t like/ watch serials, 22 respondents told Vijay TV not available in home. The respondent under the age group 36-45, 1 respondent told that we like Sai baba, 2 respondents told that we like Kalli Kattu Pallikoodam ,1 respondent told that we like Roja Koottam, 4 respondents told that we like Rani Maharani, 82 respondents told that we don’t like/watch serials,19 respondents told Vijay TV not available in home the respondent under the age group 46-55, 3 respondents told that we like Yamirukka Bayam Yaen,1 respondent told that we like Roja Koottam,35 respondents told that we don’t like/watch serials,12 respondents told Vijay TV not available in home the respondent under the age group Above 56, 8 respondents told that we don’t like/watch serials,3 respondents told Vijay TV not available in home. The majority of the people told that we like the serials Kalli Kattu Pallikoodam.

8.2 Chart showing Age*Serials watched in Vijay TV by respondents 11. How do you rate the Broadcasting quality of Vijay TV in your home? (a) Highly Dissatisfied (b) Dissatisfied (c) Neither Satisfied nor Dissatisfied (d) Satisfied

(e) Highly Satisfied

11.1 Table showing the frequency of broadcasting quality of Vijay TV in home by the respondents

Frequency Percent Valid Percent Cumulative Percent

HIGHLY DISSATISFIED

66 18.1 18.1 18.1

DISSATISFIED 12 3.3 3.3 21.4

NEITHER SATISFIED NOR SATISFIED

48 13.2 13.2 34.5

SATISFIED 171 46.8 46.8 81.4

HIGHLY SATISFIED

68 18.6 18.6 100

Total 365 100 100

Interpretation:From the Table 11.1 out of 365 respondent Surveyed 18.1% of the respondent was highly dissatisfied with the broadcasting quality of Vijay TV, 3.3% of the respondents was dissatisfied, 13.2% of the respondents Neither satisfied nor dissatisfied with the broadcasting quality of Vijay TV, 46.8% of the respondents was satisfied with the broadcasting quality of Vijay TV and 18.6% of the respondents was Highly Satisfied with the broadcasting quality of Vijay TV in their home. Majority of them told they are satisfied with the Broadcasting quality of Vijay TV in their home.

9.1 Chart showing Frequency of broad casting quality of Vijay TV in Home by Respondents

Null Hypothesis H0:The age of the respondents does not influence response regarding the Broadcasting quality of Vijay TV in home.

Alternate Hypothesis H1:The age of the respondents influence response regarding the Broadcasting quality of Vijay TV in home

11.2 Table showing ANOVA test of broad casting quality of Vijay TV in home by Respondents

HOW DO YOU RATE THE BROAD CASTING QUALITY OF VIJAY TV IN YOUR HOME

Sum of Squares

Df Mean Square F Sig.

Between Groups

4.218 4 1.054 0.591 0.669

Within Groups 641.99 360 1.783

Total 646.208 364

Interpretation:From the table 11.2 the significance value (.669) which is more than (.05). So null hypothesis is accepted and alternate hypothesis is rejected. The age of the respondents does not influence response regarding the Broadcasting quality of Vijay TV in home 12. Select the programs that you would like to include in Vijay TV in near future. (a) News (b) Drama (c) Children’s Program (d) Pilgrimage-Travel and Guide (e) Employment related (f) Others

12.1 Table showing frequency of programs to include in Vijay TV in near future by respondents

Programs Frequency Percent Valid Percent Cumulative Percent

NEWS 93 25.5 25.5 25.5

DRAMA 41 11.2 11.2 36.7

CHILDRENS PROGRAM

88 24.1 24.1 60.8

PILGRIMAGE-TRAVEL AND GUIDE

18 4.9 4.9 65.8

EMPLOYMENT RELATED

3 0.8 0.8 66.6

DOCUMENTARY 7 1.9 1.9 68.5

OTHERS 50 13.7 13.7 82.2

VIJAY NOT AVAILABLE

65 17.8 17.8 100

Total 365 100 100

Interpretation:From the table 12.1 out of 365 samples surveyed, 25.5%, respondents told that we want news as the new program expecting in Vijay TV in near future,11.2% respondents told that we want Drama as the new program expecting in Vijay TV in near future, 24.1% respondents told that we want Children’s program as the new program expecting in Vijay TV in near future, 4.9% respondents told that we want Pilgrimage-Travel and guide as the new program expecting in Vijay TV in near future, .8% respondents told that we want Employment related as the new program expecting in Vijay TV in near future, 1.9% respondents told that we want Documentary as the new program expecting in Vijay TV in near future, 13.7% respondents told that we want others as the new program expecting in Vijay TV in near future, 17.8% respondents told Vijay TV not available in home. The majority of the respondents told we want Children’s program.

10.1 Chart showing the frequency of programs to include in Vijay TV in near future by respondents

12.2 Table showing Age* Programs to be include in Vijay TV in near future by the respondents

Age/ Programs

NEWS

DRAMA

CHILDRENS PROGRAM

PILGRIMAGE-TRAVEL AND GUIDE

EMPLOYMENT RELATED

DOCUMENTARY

OTHERS

VIJAY NOT AVAILABLE

Total

18-25

8 7 13 0 1 1 11 9 50

26-35

41 18 33 8 0 2 20 22 144

36-45

27 10 30 4 2 2 15 19 109

46- 14 6 9 5 0 2 3 12 51

55

ABOVE 56

3 0 3 1 0 0 1 3 11

Total 93 41 88 18 3 7 50 65 365

Interpretation:From the table 12.2 out of 365 samples surveyed, the respondent under the age group 18-25, 8 respondents told that we want News as the new program in Vijay TV in near future, 7 respondents told that we want Drama program in Vijay TV in near future, 13 respondents told that we want Children’s program as the new program in Vijay TV in near future, 1 respondent told we want Employment related as a new program in Vijay TV in near future, 1 respondent told that we want Documentary as a new program in Vijay TV in near future, 11 respondents told that we want others as a new program in Vijay TV in near future and 9 respondents told Vijay TV not available in home. The respondent under the age group 26-35, 41 respondents told that we want News as the new program in Vijay TV in near future, 18 respondents told that we want Drama program in Vijay TV in near future, 33 respondents told that we want Children’s program as the new program in Vijay TV in near future, 8 respondent told we want Pilgrimage-Travel and Guide related as a new program in Vijay TV in near future, 2 respondents told that we want Documentary as a new program in Vijay TV in near future, 20 respondents told that we want others as a new program in Vijay TV in near future and 32 respondents told Vijay TV not available in home . The respondent under the age group 36-45, 27 respondents told that we want News as the new program in Vijay TV in near future, 10 respondents told that we want Drama program in Vijay TV in near future, 30 respondents told that we want Children’s program as the new program in Vijay TV in near future, 4 respondent told we want Pilgrimage-Travel and Guide related as a new program in Vijay TV in near future 2 respondents told we want Employment related as a new program in Vijay TV in near future, 2 respondents told that we want Documentary as a new program in Vijay TV in near future, 15 respondents told that we want others as a new program in Vijay TV in near future and 19 respondents told Vijay TV not available in home. The respondent under the age group 46-55, 14 respondents told that we want News as the new program in Vijay TV in near future, 6 respondents told that we want Drama program in Vijay TV in near future, 9 respondents told that we want Children’s program as the new program in Vijay TV in near future, 5 respondent told we want Pilgrimage-Travel and Guide related as a new program in Vijay TV in near future, 2 respondent told that we want Documentary as a new program in Vijay TV in near future, 3 respondents told that we want others as a new program in Vijay TV in near future and 12 respondents told Vijay TV not available in home. The respondent under the age group Above 56, 3 respondents told that we want News as the new program in Vijay TV in near future, 3 respondents told that we want Children’s program as the new program in Vijay TV in near future, 1 respondent told we want Pilgrimage-Travel and Guide related as a new program in Vijay TV in near future, 1 respondent told that we want others as a new program in Vijay TV in near future and 3 respondents told Vijay TV not available in home. The majority of respondents want News as a new program in Vijay TV in near future.

10.2Chart showing Age* Programs to be include in Vijay TV in near future by respondents

13. What type of Advertisements is preferred and watched by you most? Rank your preference. (a) On Air Promos/TV(b) Banners/Posters(c) Bus Branding(d) Magazines/News Paper(e) Big Shelters(f) Websites(g) Others

Friedman test:Null Hypothesis H0:There is no significance difference between the mean ranks given by the respondents with regards to advertisements that preferred by the respondents.

Alternate Hypothesis H1:There is a significance difference between the mean ranks given by the respondents with regards to advertisements that preferred by the respondents.

1. 1 Table showing Friedman test

N 365

Chi-Square 1297.668

Df 6

Asymp. Sig. .000

Interpretation:From the table 13.2 the significance value (.000) which is less than (.05). So we reject Null hypothesis is rejected and Alternate hypothesis is accepted. There is significance difference between the mean ranks given by the respondents for the advertisements preferred.

13.2 Table showing ranking of Advertisements preferred by the respondents in Vijay TV.

CHANNELS/MEDIUM MEAN RANK

ON AIR PROMOS/TV 1.54

BANNERS/POSTERS 3.33

BUS BRANDING 3.55

MAGAZINES/NEWSPAPERS 3.67

BIG SHELTERS 4.21

WEBSITES 5.94

OTHERS 5.75

Interpretation:From table 13.1 the minimum mean rank given by the respondents for the advertisements is on air promos/TV with a mean of 1.94. So On air promos/TV is mostly preferred by the respondent, followed by Banners/Posters with a mean rank of 3.33, Bus Branding with a mean rank of 3.55, Magazines/News papers with a mean rank of 3.67, Big shelters with a mean rank of 4.21, Others with a mean rank of 5.75 and Websites with a mean rank of 5.94.

FINDINGSFINDINGS:

1. 39.5% of the respondents are under the age group 26-35.2. 95.9% of the respondents are married.3. 63.6% of the respondents are Home-Maker.4. 27.4% of the respondents residing these three districts Coimbatore, Tirupur and Erode each.5. Sun TV has bagged the top position in ranking of Tamil channels followed by Vijay TV. The

reason behind this is it is the first private Tamil channel and occupies much market share.6. Serials have gained the top position in ranking of programs in Tamil channels followed by

Movies and reality shows. Reason is people addict to serials7. Nearly half of the respondents like Good quality programs in Vijay TV because they introduce all

new programs.8. 20% of the respondents under the age group 26-35 like good quality programs in Vijay TV.9. Majority of respondents told there is no politics in Vijay TV.10. 49% of the total respondents didn’t like advertisements in Vijay TV. The reason is frequency of

advertisements is more.11. 20% of the respondents under the age group 26-35 didn’t like Advertisement in Vijay TV.12. 17.5% of total respondents like the program group Neeya Naana and super singer in Vijay TV.

The program Neeya Naana is about day to day life situations.13. 17.8%of total respondents did not have Vijay TV in home. The pay for the channel is so high so

people are not able to watch Vijay TV in cables (Vijay TV Comes only in Rs.150 pack. People have put Rs.50,Rs 90 packages)

14. Most of the programs watched mostly by the ‘A’ Segment People and few from ‘B’ segment people and Very few from ‘C’ segment peoples.

15. Some people who watch Vijay TV cant able to recall the name of the program and mismatching Sun network programs with Vijay TV programs. The reason is Sun TV is first Private Tamil Channel which has large number of market share.

16. 10% of the respondents are watching serials in Vijay TV.17. 72.2% of the respondents not like serials in Vijay TV. The reason they are not family based

serials that speaks about the real life.18. 29.5% respondents under the age group 26-35 did not like serials in Vijay TV. They are not

Family based ones and fully about spirituality based serials.19. 46.8% of the respondents are satisfied with the broadcasting quality of Vijay TV in home. The

reason is they connected with direct to home service.20. 25.5% of the respondents wanted News as the new program to include in Vijay TV in near future.

The reason is in all other channels are political based and not able to get real news that what is happening in the world.

21. 24.1% of the respondents wanted Children’s based programs as the new program that to be included in Vijay TV in near future.

22. 11.2% of respondents under the age group 26-35 wanted News as the new program to include in Vijay TV in near future.

23. 8.21% respondents under the age group 36-45 wanted children’s based program as the new program to be include in Vijay TV in near future.

24. The respondents give first preference to the on air promos/TV as the channel/medium that induce them to watch the programs in Vijay TV.

SUGGESTIONS

SUGGESTIONS:1. Reduce the frequency of Advertisements and increasing the cost per advertisement.

1. Give Good Quality Unbiased News & region Sensitive News. So that viewers can associate themselves with the channel.

(i.e.) The channel should totally de-link from any party affiliations. 3. Give more variety in Movies. So people whoever addict to that particular segment can watch the movie on that day (i.e.) Movie program can be scheduled as follows Monday- English Holly Wood Movies Tuesday- Latest Tamil Movies Wednesday- Old Tamil Movies Thursday- Comedy Movies Friday- Thriller Movies 4. Successful programs can be continued and should not be dropped. (i.e.) 1. Lollu Sabha 2. Nayandi dharbar 3. Yar manasula yaru5. High viewer rated programs can be continued on seasonal basis. (i.e.) 1. Ungalil Yaaru Adutha Prabhu dheva 2. Boys Vs Girls6. Programs should be more realistic.7. Monotonous program can be limited. (i.e.) All channels carry children programs that are more or less similar, the child is asked to perform to the brink of his capabilities which is quite artificial and takes a toll on the child. Children programs should be designed to bring out the individual creativity and Children should not be asked to imitate adults and cine stars.8. Programs can be designed in such a way that people can relate themselves to that program (E.g.) in Anu Alavum Payamillai program instead of making cine artist to do the program you can make the people to participate in that program. So people will relate themselves to that program.9. To cut the market share of segments seeing only serials or to penetrate a segment a person who is addict to serials you need to offer at least two serials. (i.e.) serial drama based depicting rural life (like thekathi ponnu on Kalainagar TV) and another based on the affluent side of life. This will draw the attention of the viewers who watch dramas.10. Stop re-telecasting of programs.11. Give advertisements on Magazines, Newspapers, and Posters.(i.e.) Anatha Vikidan, Daily Thanthi are preferred because of their volume of circulation and readership12. Give community related programs to tap the B & C segments.13. To show the USP in programs bring the people with good credentials in public arena can be asked to judge reality shows rather than cinema stars(i.e.) people like lawyer, Principals, Doctor etc. This will again allow the viewer they relate to real life and bring in pragmatism.14. Apart from other forms of ad campaign a Mobile Campaign can be launched.

(i.e.) SMS news will induce most of the people to participate in the program. Telecommunication service provider with maximum connectivity can be contacted for an alliance.15. Use radio Campaign. (i.e.) Radio Mirchi along with other community radio channels can be used to advertise. Radio can reach more people even in the interior parts of the country.16. Employment related and entrepreneurial programs can be given (i.e.) Tie up with the company and arrange for the recruitments.17. IMC- Integrated Marketing communication can be used(i.e.) Communicate with one voice to create uniqueness. One core brand value can be highlighted through the channel.

CONCLUSIONCONCLUSION:Star Vijay Network is one of the best Tamil channel network. The advantage about this network is introducing new concept oriented programs and also programs about day to day life situations.A study on Viewer’s awareness and perception of Star Vijay Network has been found. Awareness and perception are looking moderate. They had to introduce the programs which will create perception among the people.

Star Vijay Network had to follow some of the promotional strategies in order to maintain the existing viewers and also to capture the new Viewers and also to capture the market share of network which is in the top.

BILOGRAPHYBOOKS

1. Dr. R. Nandagopal, K.Arul Rajan, Dr. N.Vivek “Research Methods In Business” (Excel books , New Delhi, First edition 2007)

2. Naresh K. Malhotra “Marketing Research-An Applied Orientation” ( Pearson Education, Inc, New Delhi, 2004)

JOURNALS

1. Dalakas, Vassilis; Langenderfer (2007), “Customer Satisfaction with Television Viewing- Insights to entertainment industry “Jeff. Services Marketing Quarterly, 2007, Vol. 29 Issue 1, p47-59, 13p;

2. Murry Jr., John P.1,Lastovicka, John L.2, Singh, Surendra N.3(1992) “Feeling and Liking responses to television programs” Journal of Consumer Research; Vol. 18 Issue 4, p441-451, 11p,

3. Dr. Narissra Maria Punyanunt-Carter (2006), “Love on Television: Reality Perception Differences between Men and Women”. North American journal of psychology, 2006 Vol.2, No: 2, Page no: 269-276.

4. Shrum, L.J., Wyer, Robert S., O’Guinn, Thomas C (1998). “The Effects of Television Consumption on Social Perceptions: The Use of Priming Procedures to Investigate Psychological Processes” Journal of Consumer Research; Mar98, Vol. 24 Issue 4, p447-458, 12p

WEBSITES

1. www . google . co . in 2. www . wikipedia . org 3. http :// vijay . indya . com

ANNEXUREA STUDY ON VIEWERS INSIGHTS AND PERCEPTION ABOUT STAR VIJAY TV

1. Age: (a) 18-25 (b) 26-35 (c) 36-45 (d) 46-55 (e) Above 562. Marital Status: (a) Single (b) Married3. 0ccupation: (a) Salaried (b) Self-Employed (c) Home-Maker4. Which District you are residing at: (a) Coimbatore (b) Tirupur (c) Erode (d) Karur5. Which Tamil Channel do you like to watch frequently? Rank the below following channels. (a) Sun TV (b) Vijay TV (c) Kalainagar TV (d) K TV (e) Aditya TV (f) Sun Music (g) Jaya TV (h) Others6. Which type of programs you preferred to watch? Rank them. (a) Serials (b) Reality Shows (c) Movies (d) Songs(e) Comedy

(f) Others7. Which Feature/Aspect do you like in Vijay TV?(a) Good Quality (b) New Concepts (c) Knowledge Development (d) Back Ground Settings (e) Vijay TV not Available8. Which Feature/Aspect you do not like in Vijay TV (a) Advertisements (b) Tele-Marketing (c) English Dominance (d) Nothing (e) Vijay TV not available 9. Which Programs do you like more in Vijay TV? Select the any one of the following groups that matches your program list. (a) Neeya Naana, Namma Veetu Kalyanam (b)Super Singer, Neeya Naana, Khadai Alla Nizam (c) Nadanthadu Enna Kutramum Pinnaniyum, Neeya Naana (d) Jodi Number One, Super Mom, Super singer, Neeya Naana (e) Neeya Naana, Super Singer, Nadanthadu Enna Kutramum Pinnaniyum (f) Super Singer, Neeya Naana, Jodi Number One (g) Nadanthadu Enna Kutramum Pinnaniyum, Super Singer, Neeya Naana, Jodi Number One (h) Namma Veetu Kalyanam, Super Singer, Jodi Number One, Neeya Naana (i) Neeya Naana, Khadai Alla Nizam, Super Singer, Nadanthadu Enna Kutramum Pinnaniyum (j) Neeya Naana, Super Singer (k) Neeya Naana, Khadai Alla Nizam (l) Jodi Number One, Neeya Naana (m) Jodi Number One, Super Singer (n) Coffee with Anu, Neeya Naana, Super Singer, Jodi Number One (o) Cookery, Neeya Naana, Super Singer (p) Movies, Neeya Naana, Anu Alavum Payamillai (q) Vijay TV Not Available10. Which serials do you like to Watch in Vijay TV? (a) Sai Baba (b) Yamirukka Bayam Yaen(c) Kalli Kattu Pallikoodam(d) Roja Koottam(e) Rani Maharani(f) Don’t Like/ Watch Serials(g)Vijay TV not available11. How do you rate the Broadcasting quality of Vijay TV in your home? (a) Highly Dissatisfied(b) Dissatisfied

(c) Neither Satisfied nor Dissatisfied(d) Satisfied(e) Highly Satisfied12. Select the programs that you would like to include in Vijay TV in near future. (a) News (b) Drama (c) Children’s Program (d) Pilgrimage-Travel and Guide (e) Employment related (f) Others13. What type of Advertisements is preferred and watched by you most? Rank your preference. (a) On Air Promos/TV(b) Banners/Posters(c) Bus Branding(d) Magazines/News Paper(e) Big Shelters(f) Websites(g) Others