AAJ TAK's News Channel's Success Story

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Case Details:

Case Code : BSTR097
Case Length : 14 Pages
Period : 2000 - 2004
Organization : TV - Today Network
Pub Date : 2004
Teaching Note : Available
Countries : India
Industry : Media and TV Software

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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The India Today Group

Since the early 1970s, ITG has successfully started new businesses while developing the existing ones. The group had interests in printing, publishing, radio, music, art, television and the Internet, which had made it one of the most popular media companies in India.

LMI has been in the printing business for over 30 years with its subsidiary Thomson Press¹⁶ which has printing and typesetting units in Delhi and Chennai. It has a domestic and international client base which is supported by sales and customer services offices in Delhi, Bangalore, Mumbai, Kolkata, Chennai, London, New York and Melbourne. In 1975, LMI started publishing a fortnightly English news-magazine, India Today.¹⁷ The magazine covered a range of topics such as art, sports, books, music and films but a major part of it was devoted to politics and current affairs. In 1982, LMI launched India Today International to communicate news from India to Indians living abroad. It also published special editions of India Today International for North America, UK and the Gulf.

Business Strategy | Case Study in Management, Operations, Strategies, Business Strategy, Case Studies

In 1985, LMI started publishing Computers Today, a magazine that covered everything to do with the Information Technology industry, enabling readers to stay informed about evolving trends and technologies in the industry.¹⁸

It also marketed and distributed Time magazine and Harvard Business Review in India. In 1988, TVTN was incorporated and soon made waves with India's first investigative video newsmagazine called Newstrack. It was aired as a weekly 30-minute news and current affairs programme on Doordarshan from 1990 to 1998. TVTN also produced a weekly one - hour news program for Starplus. In 1990, ITG opened a school¹⁹ and launched a music label, Music Today. It produced and recorded Indian classical and fusion music which it marketed in Australia, USA, Europe and the Middle East. Business Today launched in 1992, is one of ITG's most successful magazines.²⁰ The focus of the magazine is on reporting and analyzing business events...

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16] The Press printed a wide range of products like brochures, leaflets, magazines, annual Reports, maps, books, calendars, diaries, directories, posters etc. In addition to these products, it offered a wide range of services such as designing, automated binding, post printing finishing, mailing and distribution.

17] Later, India Today became a weekly with four different Indian language editions (Hindi, Telugu, Malayalam and Tamil) with a collective readership of over 15.9 million according to the Indian Readership Survey (IRS). The IRS is conducted by ORG-MARG in association with Media Research Users'Council. This survey provides data on demographics, media habits, product and brand usage which is gathered from 741 towns and more than 2200 villages.

18] In 1998, Computers Today was given a makeover. The name was changed to Smart Inc, the logo was changed and it became a fortnightly.

19] The group's school, Vasant Valley is in Delhi and has over a thousand students. The group also runs a Centre for children with special needs and learning disabilities.

20] According to an annual survey called National Readership Survey (NRS), it was number one in the business magazine segment with an increase in readership from 532,000 in 2001 to 709,000 in 2002. NRS is conducted by TNS Mode which is part of Taylor Nelson Sofres Worldwide, a market information group that conducts its own studies and customized studies across 5 continents. NRS provides information about readership of various publications and also on demographics, lifestyle, product ownership and usage etc.