March 22, 2002

Market Rate Vs Card Rate - a TV Channel Survey

Disclaimer
The following results are a result of an informal survey conducted by our team over the past few months.
* Informal interviews conducted with sales/marketing personnel at various levels in
   63 channels.
* Channel profile cut across entertainment, news & music. Languages covered
   were Hindi, Tamil, Punjabi, Telugu, Marathi & English.
* Channels selected were owned by 10 independent groups.
* Select private as well as public sector channels were included.
* Due to the nature of questions asked, most of the answers were 'off the record'.
* We have counted 1 response per channel. The following results are presented as
   an indicator of  industry trends.

Average difference between Market Rates & Card Rates for your Channel

1. No Difference	5%
2. Less than 10%	19%
3. Less than 20%	17%
4. Less than 30%	10%
5. No Comments	49%

Role of Marketing Concessionaire in TV Time Marketing

Useful	59%
for Bulk Deals  5% for Marketing Time Slots 19% for Narrowcast Penetration 17%   for increasing City/Area wise Reach 10%
No Place	41%

Appoint Market Concessionaires for your Channel

1. Rely only on in-house team	41%
2. Rely only on Marketing Concessionaires	20%
3. Rely on a Mix	39%

Sell time-slots to Producers

1. Not at All	90%
2. Less than 50% of our Marketable slots	2%
3. Most of our Marketable slots	8%

Price spots in same program differently for different metro ?

1. No	60%
2. Yes	40%

Subscribe* to Spot Monitoring Database Service

1. No	60%
2. Yes	40%

* Channel Group subscription is applied to every member