Balaji Telefilms Limited Marketing Strategy

 

Project Report on Balaji Telefilms Limited-Marketing Strategy Dissertation Topic

SWOT Analysis of Balaji Telefilms Limited

Critical Success Factors of the Marketing Strategy

Company Profile

Balaji Telefilms Limited (BTL) was started in 1994, by the proficient first family of the Indian Television Industry; Mr.Jeetendra Kapoor, Ms. Ekta Kapoor and Mrs. Shobha Kapoor. At present, Balaji Telefilms Ltd., is India's leading entertainment content provider, employing creativity par excellence, strong insights, a  solid infrastructure of around 32 state-of the- art studios. Balaji, have always believed that excellence is a  journey that never ends. To be the best there is, the company employ only the finest in the industry and offer an environment conducive to growth. And thus, the companY have succeeded in maintaining leadership stance in the entertainment industry. For the company, raising benchmarks has always been a trend and aim to become a global front-runner in the world of entertainment. The company operates on two business area’s, they are

• TV Shows
• Films

Subsidiaries

• Balaji Motion Pictures Limited (BMPL)
• Balaji Telefilms FZE (BTF).

Company Products and  Services

Balaji de-risked the business by diversifying to various channels such as Star, Metro Gold and Sabe TV to mitigate the potential sudden loss of viewer ship in any one channel. The company remained zero debt throughout the latter half of the year. The company’s surplus was invested in the business as well as low risk, fixed income securities and in buying space, equipment and production facilities. The increasing number of programmes helped Balaji in utilizing these assets more effectively and increasing programme flexibility, quality and reducing costs. Balaji emerged as a company with an ability to produce variety of programmes –sitcoms, family dramas, character based serials and a family thriller. To drive growth the company plans to increase presence across more television channels, expects to grow the number of programming hours substantially across more genres, television channels and languages with an emphasis on generating stronger realizations through higher production channels.

TV Shows:

The ‘K-serials’ as they are popularly known are creating waves across the country. While some of the characters have come to be realized as the ideal Indian bahus, most of the serials have every Indian woman trying to form an association with the on-screen characters. The company as producing the programs in different languages, they are as follows:

Hindi Shows:Some of the popular shows in hindi on air are as follows

o Kis Desh Mein Hai Mera Dil,Star plus.
o Karam Apnaa Apnaa, Star Plus
o Kayamath, Star Plus
o Kasturi, Star Plus
o Kasamh Se, Zee TV
o Bandini,NDTV Imagine
Kanada Programs
Tamil Programs
Telugu Programs
Malayalam Programs

Films:

Balaji’s towards presenting top-line entertainment software to Indian feature film audiences! This group company will also actively produce and distribute both Indian and foreign motion pictures all over the world. What set Balaji apart from its competitors was their strong conviction that strong stories and characters would contribute more meaningfully to the success of the programmes than star artistes. This helped the company in making the story central to the characters, controlling costs and enhancing value.Some of the films produced by Balaji Motion Pictures Ltd are as follows:
o Mission Istaanbul
o EMI
o CKKompany
o Godfather

SWOT ANALYSIS 

Strengths:

• The ‘K-serials’ as they are popularly known are creating waves across the country. 

Weakness:

• BTL has lost the race for TV content as viewership preference has shifted from Bahu sagas to reality shows and soaps based on social issues.

• In the business of entertainment content, a company’s margins are influenced entirely by the audience response, as measured by TRPs.

Opportunities:

• Rise in viewership and advertising expenditure.

Threats:
• Lack of quality content has emerged as a major concern.
• Rapid technological innovations are exposing the sector to considerable uncertainty.

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