International Media Landscape

USA

Demographics

Nationality Population %age ApproxTotal 301139947 100 30 CrAsians 13100000 4 1.3 CrSouth Asians 4000000 1 40 LacsIndians 2319222 0.8 23 Lacs

0.8 % of the US Population

More Than 2 million in Number

Largest Growing Ethnic Group @ 38% (2000-2005)

Key Regions with Dense Indian Populations

Top 10 States Indian Dense Areas

1. California 1. Artesia

2. New York 2. Jackson Heights

3. New Jersey 3. Edison

4. Texas 4. Houston (Sugar Land)

5. Illinois 5. Chicago (Devon St)

6. Florida 6. Orlando

7. Pennsylvania 7. Pennsylvania

8. Georgia 8. Decatur

9. Maryland 9. Rockville, Baltimore

10. Virginia 10. Fairfax

Socio Economic Factors

Migrants can be divided into 3 main categories:

The early migrants from India in 1960’s: mainly professionals settled in east coast of US. Today they have a blend of the US Culture with moderate Indian values.

NY /NJ based NRIs are traditional early migrants from Gujarati/Punjabi communities mainly traders & retailers. Wealthy and well connected with India with high level of Indian cultural influence.

Professionals/techs based in California/Silicon valley predominantly South Indians, highly professional. They are the latest clan of Indians to have entered US.

Socio economically a very developed community with the highest Monthly income among all ethnic groups

Asian Indians – Buying power of $76 million 74% own homes 74% in professional / managerial occupations 90% are graduates, 35% have master’s degree, 34% have doctoral degrees

Media Landscape Indian TV Channels Available (Total 39)

Channel / Network Bouquet of Channels

Penetration Feed / Rate per 10 secs

Zee Network Zee TV, Zee Cinema, ETC Punjabi, Zee Gujarati, Zee Sports

Zee TV – 5.3 Lacs (80% are Indians)

Same Feed for US Canada & the Carribean

Rs.1937/-

Sony Set Max, Set Asia Set Asia 1.8 Lacs Separate beams

Rs.733/-

Star Network Star Plus, Star News, Star One

Separate Beams

B4U Music & Movies B4U Music, B4U Movies

Same feed for US & Cananda Rs.1200/-

Sahara TV

Aaj Tak

NDTV 24x7

Sun TV Same feed as in India. Scheduling to be done to catch viewers in different markets

Gemini TV

Asianet Asianet Plus, Asianet t News

Viewing Habits

Strict adherence to 9-5 working hours affects the viewership pattern

Hence prime time starts as early as 5 -5:30 PM unlike India Programming would have to cater to East & West Zones with a

mix of Prime & Non Prime Time Time gap between East & west zone is approx 3 hrs To cater to the different time zones, prime time spots would

have to start at 5 pm and end at 2:30 am (11:30 am for West Coast)

West Coast (California, being an IT hub) would have to be focussed upon

Zee clearly leads the way in terms of reach

0

100

200

300

400

Zee TV ZeeCinema

Sony TV Aaj Tak ZeePunjabi

ZeeGujarati

Connections

All figures in 000s

Source:Channel data

Radio

Radio in the US is very Fragmented. There are close to 120 radio stations in California

alone A lot of people also tune into a lot of internet radio

stations WCNJ is a popular Radio playing out of New Jersey.

The first 24 hour desi radio station in the US. First one to be affiliated with the BBC for broadcasting the BBC World News in Hindi in the US

Some Other Popular Radio Stations – State wise

State Radio Station

California Mostly Tamil

Florida Manoranjan

Illionis Kannada Vani

Massachusetts Sargam

Sounds of India

Michigan Sounds of the Subcontinent

Maryland / Virginia / Washington DC Vivid Bharti

Spirit of India

NJ / Pennsylvania / Delaware Anil ki Awaaz

Anjali

Music of India

State Radio Station

Ohio Geetanjali

Texas Ghungroo

Music of India

Music masala

Music in the Box

Radio South Asia

Radio Naya Andaz

Sangeet Radio Show

Tenesse 88 Geetmala

None of these is a 24 hour radio station. They play two – Five times in a week for 1 – 4 hours

Recommendation: Radio is too fragmented and thus cannot be used for brand building. However, would be good to use for event marketing & promotion

Print & OnlineMagazine / Newspape Circulation Coverage Readership Rates

India Abroad 50000

NY, NJ, CT, Dallas, Chicago, Los Angeles, Canada & Toronto 2.5 Lacs Rs.3675/- per column inch

Gujarat Darpan 12000Illionis, California, Georgia

Tamil Times 15000 Has special Features on Property

India West

Californai; Texas, Washington, New Mexico, Nevada, Oregon, Colorado, Arizona

Rediff US Alexa Rank 134

Focussing on India & the Global Indian Community USA Rank 353

Garam Chai USA Rank 59,670 Listing of Indian Information in the USSulekha USA Rank 1794 Online Classifieds

Some Other Regional Publications are: Ajit Weekly, Divya Bhaskar, India Post, India Empire,

Other Media

Other Media: In Cinema Advertising

Title Driven campaigns can be used to target the Indian Audience.

Will be a focussed medium with high impact and low wastage

Outdoor Advertising

Recommendations: TV should be the platform to build a campaign in the US

Mix of Zee TV & Regional Channels should give the required exposure to our brands covering the wide geographical stretch in the US

Print is an ideal medium to support & improve brand recall by increasing penetration into the regional communities

In cinema & other media need to be researched deeply through a dedicated resource / advertising agency association

Events / Road shows can be used to provide a platform for the consumers to be in direct touch with our brands. Events centered around Diwali / Independence Day etc draw large crowds.

However, one major drawback is the geographical spread of the NRI / PIO population across various regions in the US

Radio can be used while promoting events.

Recommendations

- Claims to be apable of carrying out campaigns simultaneously in the US, UK, Canada, Europe, UAE & India

- Claims to have serviced the following clients already

c

UK

Demographics

Nationality Population %Age ApproxAll 60776238 100 6 CrSouth Asians 2330000 3.8 23 LacsIndians 1300000 2 13 Lacs

2% of the Population

A Very Close Knit & Family Oriented Lot in tune with Indian Culture

Indian people came mainly from Punjab and Gujarat UK Indians are close knit families & well connected to India. They still hold on

to the Indian Traditions. UK Indian are mainly into family business from small pharmacy shops to steel

conglomerates. Asians constitute 4% of total population – with 2% of the total wealth. Indian Food, Indian Music & Hindi movies are even popular with the British. Multichannel TV penetration higher within Asian households compared to

national average. Importance of Asian language TV; 39% of respondents watching it in some

form.

Large Proportion resides in Greater London followed by South East

Wide Bouquet of Indian Channels available

Channel / Network Bouquet of Channels Penetration Feed / Rate per 10 secs

Zee Network Zee TV, Zee Cinema, ETC Punjabi, Zee Music

Zee TV – 3 lacs Approx

Rs.1937/-

Sony Set Max, Set Asia Set Asia 1.4 Lacs Same Beam in UK, EU & Russia

Star Network Star Plus, Star News,

B4U Music & Movies B4U Music, B4U Movies

South for You

Sirasa TV

Sahara TV

Tamil Channel

NDTV 24x7

Sun TV Same feed as in India. Scheduling to be done to catch viewers in different markets

Gemini TV

Asianet Asianet Plus, Asianet t News

Zee clearly leads in terms of reach with 77% Share

London is the hub with more than half of the connections being there

77

34

62

13 12

Zee Sony TV Zee Cinema Zee Punjabi Zee Gujarati

Total Indian C&S Homes – 3.25 lacs

Radio in UK

There are currently 5 24-hour-a-day local commercial Asian radio stations across the UK:

Sunrise Radio, London: Catering to old and young audience alike. Primary programming centered around Bolywood. Latest Hits, Bolywood gossip, Chat shows & contests

Club Asia, London: The channel is primarily targeting second & third generation Asians with the broadcast compeletly in english. The channel boasts of a very chic kind of an image. Dedicated to the Asian youth in the UK. Plays bolywood, Bhangra, Asian Pop / Rock & Fusion. Main USP is non-stop music with the most happening RJs in town

Radio XL, Birmingham : Boasts of reaching out to the working community and young asians who are either into business or working and even have small families. Broadcasting is in English, Hindi, Gujarati, Punjabi, Benagli & even Urdu.USP of the channel is activations.

Sabras Sound, LeicesterMixed programming (multiple languages), possible weekly audience of upwards 2,20,000

Asian Sound, ManchesterPrimary languages where broadcast is done: Urdu, Gujarati, Bengali

Sunrise Radio- The Leading Asian Radio Station

The UK’s first 24 hour Asian Radio Station• Average wkly reach 536,000 nationally

Listenership Profile• 53% men• 47% women• 50% ABC1’s • Core audience age 15-44 (78%)

Source: RAJAR (Radio Joint Audience Research)

Radio more expensive than TV!

Station Rate No. of Spots Duration Days of Activity Cost(INR)Sunrise 2418 150 30 30 1088100

Plan has to be compulsorily be for 30 days duration & edit has to be 30 secs

Plan worked basis 5 spots per day

Station Location Format Frequency

ALL FM south Manchester Multicultural 96.9 FM

Angel Radio Havant, Hampshire Over-60s 101.1 FM

Awaz FM Glasgow Asian 107.2 FM

BCB Bradford Multicultural 96.7 FM (now 106.6 FM)

Cross Rhythms City Radio Stoke-on-Trent Christian music 101.8 FM

Desi Radio Southall, west London Punjabi 1602 AM

Radio Faza Nottingham Asian women's station 97.1 FM

Forest of Dean Radio Forest of Dean, Gloucestershire Rural community station 1521 AM, 1503 AM

GTFM Pontypridd, Glamorgan Local talk and music 106.9 FM (now 107.9 FM)

New Style Radio Birmingham Afro-Caribbean talk/music 98.7 FM

Northern Visions Radio Belfast general 100.6 FM (now closed)

Resonance FM central London Artistic community 104.4 FM

Shine FM Banbridge, county Down Christian 106.1 FM

Sheffield Live Sheffield Variety 93.2FM

Sound Radio Hackney, east London Multicultural 1503 AM (now closed)

Takeover Radio Leicester Children's radio 103.2 FM

Wythenshawe FM Wythenshawe, south Manchester Music and local talk 97.2 FM

Other Asian Stations in UK

DAB: Digital Audio Broadcasting

BBC also launched its Asian DAB service. Dedicated to Asians the programming is different across different

regions of the UK Transmitted through the Sky digital network In addition to the above, there are now a variety of stations available on

DAB, and also broadcasting via satellite, including:

Yaar FM

Punjab Radio

Asian Gold

Apna Radio

In cinema Advertising in UK

UK: The biggest market for Indian films outside India

In 2006, Bolywood flicks made to 7 out of the top 10 foreign language films

Asians are big cinema consumers:

83% of Asians go to the cinema, 42% of them go once a month

or more.

For a film where 81% of the audience is from an Asian background. The audience composition is as follows:

4-14 21%

15-24 26%

25-34 25%

35+ 27%

Male 46%

Female 54%

ABC1 81%

C2DE 19%

Events

Crowd pullers: Allows a variety of Asian especially Indian population to come together & interact through a common platform.

Popular Events Events centered around Bolywood Performances by TV & Film Starts

Cultural Festivals centered around festivals like Diwali Participating in Wedding expos in Indian dense regions Sponsoring & participating in Dandiya Events in USA

Association with Events like the Zee Carnival can help us get a lot of mileage. As they have extensive media to promote the event.

Recommendations

As in US TV will play the major role in creating reach. Zee TV will be the primary channel Regional can be catered by scheduling spots on Sun & Gemini

Events can play a major role in the UK due to higher concentration of NRI Population within a smaller geographical spread.

In Cinema activity will help boost brand recall. Radio not a very optimal medium due to High costs

Canada

Demographics

Nationality Population %age ApproxTotal 32987532 100 3.3 CrIndians 713330 2.2 7 Lacs

2.2% of the Population constitutes Indians

Areas of Concentration

Calgary ; Edmonton ; Montreal; British Columbia (Vancouver); Lower Mainland ; Southern Ontario ; Toronto

TV Channels in Canada(Total 27)

Channel / Network Bouquet of Channels Penetration Feed / Rate per 10 secs

Zee Network Zee TV, Zee Cinema, ETC Punjabi, Zee Gujarati,

Zee TV – 1.05 Lacs Same Feed for US Canada & the Carribean

Rs.1937/-

Sony Set Max, Set Asia Set Asia,

Star Network Star Plus, Star News, Star One

Separate Beams

B4U Music & Movies B4U Music, B4U Movies Same feed for US & Cananda

Jaya TV

Kairali TV

Sahara One

Tamil One

NDTV 24x7

Sun TV Same feed as in India. Scheduling to be done to catch viewers in different markets

Gemini TV

Asianet Asianet Plus, Asianet t News

Demographics

Asian Expats form the most sizeable ethnic group

30 37

16

12

32

12

32

66 58

81

85 6

5

83

67

4 5 3 3 4 4 1

0%

25%

50%

75%

100%

TotalGCC

SaudiArabia

UAE Oman Kuwait Bahrain Qatar

Arab Expats Asian Expats Others

Expatriates break-up

GULF

Asian Expatriates form 24% of GCC Population

Nationals64%

Arab Expats11%

Others1%

Asian Expats

24%

Asian Expats -70,78,800

Total GCC population 29,495,000

24%

Total GCC Asian Expat pop – 70,78,800

Indians mostly, & Pakistanis & Bangladeshis

Males

Graduates & Post

Graduates

68%

69%

14%

20 – 49 years67%

MIDDLE EAST MARKET:

Indians form the largest chunk with 68% of Asian expat popln share

33

26

21

15 14

12 12 12

0

5

10

15

20

25

30

35ZE

E TV

Sony

Star

Plu

s

Saha

ra

Zee

Arab

iya

Ary

Dig

ital

Zee

Cine

ma

B4U

UAE Asian Channel Study – Zee is the undisputable No.1

Rea

ch %

Dubai

Dubai Population: 1,422,000 (census 2006) UAE Nationals – 17% Expat Population – 71%

51% of expat is Indian Labour Population: 16% not categorized by ethnicity Internet Subscribers: 1,80,000 60% internet users are Asian

Radio is a popular medium Popular Stations are: Hindi / Urdu

Pulse FM City 1016 FM Hum FM Radio 4 FM

• Malyalam Radio

•Asianet Radio

•Hit 96.7 FM

•UAQ Radio

•Radio Asia

Thank You