Project Report

On
COMPARATIVE STUDY BETWEEN PRINT MEDIA &
ELECTRONIC MEDIA
In partial fulfillment for the award of the degree of
POST GRADUATION DEPLOMA IN MANAGEMENT

SUBMITTED TO

Internal guide:
Associates professor:
Kuldeep kaul
(IMS NOIDA)

:-SUBMITTED BY:Zubair Alam

(PGD:130104)
Table of Contents
Sr. No.

Title

Page

Nos
1.

Declaration

2.

Company Certificate

3.

Acknowledgement

4.

Executive Summary

5.

Introduction

6.

Mission & Values

7.

Need For study

8.

Literature Review

9.

Objectives

10.

Research Methodology

11.

Data Analysis

12

Swot Analysis

13

Finding & Suggestions

14.

Conclusion

15.

Bibliography

16.

Annexture

DECLARATION
I will take pleasure in declaring that the project work that is undertaken by me is an original and
authentic work done by me. This project is being submitted for partial fulfillment for award of
degree of Post Graduate Diploma in Management from INSTITUTE OF MANAGEMENT
STUDYES, NOIDA.
The content of this report is based on the information collected by me during my tenure at ZEE
MEDIA. at FC-19, Sector-16A Film City, Nodia.
FACULTY GUIDE
Prof: Kuldeep kaul

Zubair Alam
Roll No:130104
Pgdm 2 yr(2013-2015)

ACKNOWLEDGEMENT

I express my sincere thanks to my project guide Mr. Rakesh Tiwari at Sales in Zee
Media - Purviya at Patna, who has been guiding force to my report on
Comparative Study Between Print Media & Electronic Media.
I would also like to thank to all of my friends and colleagues for their support and
encouragement in finding out material for this project report, without their thankless
support and efforts, making this report would have been impossible for me.
I am also thankful toProf KULDEEP KAUL, (IMS- Institute Of Management
Studies , Noida) for providing me the required facilities in the Department.

EXECUTIVE SUMMARY

In partial fulfillment of the requirement of Post-Graduate Diploma in Management, a

summer internship project has been undertaken titled Market Research on Print Media Vs
Electronic Media in respect to Zee Purviya.
As an intern with Zee Media Corporation Limited, the work assigned consisted of analyzing T.V
advertising pie of Zee Purviya and conducting a market research on the given topic. Zee Media
Corporation Limited is a media and entertainment company and subsidiary of Essel Group. It
was founded in the year 2006. ZMCL was formerly known as Zee News Limited. It is the
largest news network in India. The mission of ZMCL is to Engage, Inform, Empower and
vision is Faith in innovative and organized growth. The turnover of ZMCL is 296.52 Crores
and share price is Rs. 18.25 per share. The CEO of ZMCL is Mr. Bhaskar Das. This project
helps the media industry to know about untapped market and grow T.V advertising pie of
Zee Purviya. It enables the media industry to understand the preference pattern of consumers.
That is, whether they like to advertise via. Print media or, Electronic media.
The project on T.V advertising pie of Zee Purviya and market research on print media Vs
Electronic media is self sufficient to explain about T.V advertising pie of Zee Purviya as
well as provides deep insight on consumer preference. This project report will work as a guide to
the media industry as it specifically answers the choice of consumers among print media and
electronic media.
To understand the pattern of consumer preference among print media and electronic media, two
types of research were conducted, namely, Exploratory research and Descriptive research.
Exploratory research enabled us to know the variables, that is, independent variable, dependent
variable and moderating variable and provided us with different parameters required for further
research. Research paper which are already published, surveys and extracts from articles are
taken to form literature review. This literature review is further analyzed to form base of our
study. The objective of exploratory research is to gather preliminary information that helped
define problems and suggest hypothesis.
On the other hand, Descriptive research enabled us to define things. A total sample size of 100
respondents was taken to respond to a questionnaire. The questionnaire was designed in such a
way so as to address the research problem. The responses obtained were further analyzed to
make significant interpretations.
There were many findings of this project which led us to conclude that there is a significant
relationship between age group and preference, or, choice of media like, 58% of respondents
prefer to advertise on electronic medium, 42% of respondents believe that advertising on
electronic media is better than advertising on print media, 33% of respondents believe that
electronic media has a better response rate than print media, 68% of respondents have bought
something after watching advertisement on electronic media and 71% of respondents of the agegroup of 20-30 years prefer to advertise on electronic media. That is, majority of people in the
age-group of 20-30 years prefer to advertise on electronic media.

INTRODUCTION
About Company
Essel Group was founded by Mr. Subhash Chandra in the year 1976.
Essel Group is a leading business conglomerate having diverse business presence across media,
entertainment, packaging, infrastructure, education, precious metals and technology sectors.
Essel Group started as a commodity and trading firm in 1976.
Essel Group offers a strong portfolio of numerous entertainment and news channels, reaching
millions of viewers in India and internationally. "ZEE" is considered as one of the strongest
Indian Media brands across the world.
Essel Group consists of the following companies:
Media:
1. Zee Entertainment Enterprises Limited (ZEEL) It is one of India's leading television,
media and entertainment companies. It is amongst the largest producers and aggregators of
Hindi programming in the world, with an extensive library housing over 100000 + hours
of television content.
2. Zee Media Corporation Limited (ZMCL) It is the largest news network in India,
comprising of Zee News Limited, Diligent Media Corporation and India Web Portal.
Technology:
1. Dish TV Dishtv, India's pioneer and first Direct to Home (DTH) Entertainment Company,
commercially launched in the year 2005, has brought the latest in digital technology in
television viewing into the Indian Household hasbrought the latest in digital technology in
television viewing into the Indian Household.
2. Siti Cable Network Limited It is one of India's leading business houses with a diverse
portfolio of assets in media, packaging, entertainment, technology-enabled services,
infrastructure development and education.

3. Cyquator Technologies Limited It is a total end-to-end IT infrastructure outsourcing

company involved in the business of Internet Data Center and high end managed hosting
services.
Entertainment:
Fun Multiplex Private Limited (FMPL) One of the premier cinema chains in India,
Fun Cinemas has a Pan-India footprint covering 82 screens across 20 cities. FMPL garners
about 10% of market share among top national chains despite the huge growth in the
category with numerous new players.
2. Pan India Network Limited Playwin, India's first and largest online gaming company,
is in the business of providing infrastructure, data communication, marketing support and
service to facilitate a secure online lottery network.
3. Pan India Paryatan Limited (PIPL) Pan India Paryatan Limited (PIPL), belonging to
the 'Essel' group of companies, owns and operates two amusement parks viz. 'EsselWorld'
and 'Water Kingdom' at Mumbai. EsselWorld is the largest amusement park in the country,
located on 64 acres of land off Marve beach, at Malad (outskirts of Mumbai). 'Water
Kingdom', commissioned in 1998 adjacent to the Essel World, is one of the largest Theme
Water Parks in Asia.
4. E-City Bioscope Entertainment Private Limited (ECBEPL) It was formed to
establish a chain of commercial complexes, housing complexes, and construction business,
multiplex cinema-cum-family activity centers (FACs) across Non-Metro Towns all over
India.
5. E-City Digital Cinemas Private Limited The company was established in April 2004,
and is committed to revolutionizing the Indian movie business by implementing state-ofthe-art digital technology at the various independent cinema houses in this fragmented
industry.
1.

Packaging:
1. Essel Propack Essel Propack manufactures plastic tubes, and speciality packaging in its 23
state of the art facilities located across 12 countries. With the effective implementation of
GMP (Good Manufacturing Practices) and HMP (Harmonized Manufacturing Policy),
Essel Propack attains industry best efficiencies at all its manufacturing units.
Infrastructure:
1. Essel Infraprojects Limited (EIL) It is the infrastructure arm and one of the fastest
growing companies of the Group with interest in Road Projects of National highways and state
Highways, Urban Infrastructure with specific focus on Sports infrastructure, Commercial
& Residential Complexes, Power projects In Thermal, Hydel, Solar, Wind, Transmission
and distribution Projects, Water management with Specific focus on Desalination, Waste
water treatment and Distribution, Solid Waste management and Special Economic Zones.

2. E-City Real Estates Private Limited - The Company behind the successful lifestyle
brand Fun Republic - currently operates 4 lifestyle malls in Mumbai, Chandigarh,
Lucknow and Coimbatore.
3. Siti Energy Limited (SEL) - Siti Energy Limited (SEL) is incorporated under Companies
Act 1956 to implement the Piped Natural Gas (PNG) and Compressed Natural Gas (CNG)
project for various application in the Domestic, Commercial, Industrial & Automotive
sectors in Indian cities.
4. E-City Property Management and Services Private Limited (EPMS) EPMS is an ECity Venture that provides the most comprehensive and reliable property management services in
India, including overall operations, marketing, consultancy, occupant management, retail
leasing services and advisory services.
Education:
1. Zee Learn Limited (ZLL) It was founded in the year 1994, is the educational division
of Essel Group. Listed on National Stock Exchange (NSE) & Bombay Stock Exchange (BSE), it is
one of the leading education companies in India.
Precious Metals:
1. Shirpur Gold Refinery Limited (SGRL) It has set up a green field precious metal
refinery with installed capacity to refine 217 MT p.a. of gold and silver respectively in
Shirpur, Maharashtra.
Healthy Lifestyle and Wellness:
1. Veria It is committed to promote health and wellness in the United States through its
High Definition TV network, website and all natural product line.
Financial Services:
1. Essel Finance Essel Finance is a diversified financial service company engaged in transaction
advisory and asset management. It focuses on alternate asset classes such as real estate,
infrastructure, and specialised assets for healthcare, education, logistics and precious
commodities. It aspire to build sustainable wealth and relationships for its clients, investors
and stakeholders backed by solid experience, impeccable integrity and extensive research,
apart from leveraging on their vast networks and market reach.
2. CAPSTAR CAPSTAR provides capital advisory, structured transactions and research and
analysis services to corporate and promoters.
Total Turnover/Gross Income of ZMCL Rs. 296.52 Cr (FY 2012-13)
Share Price of ZMCL Rs. 13.75 (Current Share Price)
ZMCL and ZEEL have a presence in 168 countries across the globe with 700+ million viewers.
Zee Media Corporation Limited (ZMCL) consists of the following channels Zee News
(National Channel), Zee Business (National Channel), Zee Sangam (Uttar Pradesh/Uttarakhand),
Zee Madhya Pradesh/Chattisgarh, Zee Marudhara (TEN format channel for Rajasthan), Zee

Kalinga (TEN format channel for Odisha), 24 Ghanta (West Bengal), 24 Taas (Maharastra), Zee
Phh (Punjab/Haryana/Himachal Pradesh), Zee Purvaiya (TEN format Bhojpuri channel for
Bihar/Jharkhand)
It consists of 50% content of Bihar/Jharkhand but, is well distributed over India. That is, well
distributed in Hindi Speaking Market (HSM).
Zee Media Corporation Ltd is one of India's foremost media companies with a strong presence in
the national and regional news genre.
The company was incorporated as Zee Sports Limited on August 27, 1999 and its name changed
to Zee News Limited in May 27, 2004. ZNL got de-merged from Zee Telefilms Limited on
March 31st 2006 as per the scheme of arrangement approved by the Hon. Bombay High Court on
17th November 2006. The company became a listed entity on January 10, 2007.The Name of the
Company was further changed to Zee Media Corporation Limited with effect from 6th of July
2013.
Zee Media Corporation Ltd (ZMCL) touches the lives of millions of Indians through a clutch of
national and regional news channels. Its mission is to "Engage, Inform, Empower".
In terms of news gathering, the company has the largest network of news bureaus and
correspondents with a pan India presence. The company is equipped with state of the art
technology in content creation, packaging and broadcasting.
Zee Media Corporation Ltd also supplies content to the international broadcasting business of
Zee in USA, Europe, Africa, Middle East and Asia Pacific.
Zee Purivya was formerly known as Zee Bihar/Jharkhand.
Zee Purivya airs 50 per cent news from Bhiar/Jharkhand with the remaining news from the rest
of the nation including regional stories. The differentiating factor between Zee News and Zee
Purviya is that while the flagship channel focuses on news from the globe, Purviya is regionalfocused with a national perspective. Since the channel is known in Bihar, the focus is on stories
from Bihar.
Currently, the network is lining up the various programs and beefing up on manpower as well as
distribution. The channel is available on all leading cable TV and direct to home (DTH)
platforms.

MISSION AND VALUES

Mission Statement
To be the leading round the clock airtime properties provider,
delighting the viewers on one hand and providing value to the
advertisers for their time and money on the other.
To establish the company as the creator of entertainment and infotainment
products and services to feast the viewers and the advertisers. Through
these services, zee intends to become an integral part of the global market.
As a corporation, zee tries to be profitable, productive, creative, trend setting
and financially rugged with care and concern for all stake holders.

ZEE Values

Customer Focus
Our Company's strategies are driven by the needs of the customer. Our
success can be measured by the satisfaction achieved by our customer

Excellence
We accord a high premium to maintaining superlative standards
throughout our Company. We encourage our employees to come up
with smarter ideas within the fastest possible time

Integrity

We observe strict ethical standards through editorial independence

and creative expression, in order to earn the trust of our viewers
and subscribers
Growth Driven
We are committed to delivering consistent revenue and cash flow
growth in order to provide our shareholders a good return. Our
objective is to grow our people, market and businesses around the
world

MILESTONES ZEE MEDIA:

First Zee news bulletin started at 1993.

1994 it started its first morning and evening news bulletin.
1999 it became first 24 hr news channel.
It was the first pay news channel.

Its 72% revenue comes from advertising which is main source of income and as it is
paid channel its 25% of revenue comes from subscription

Need For Study

The topic is market research on print media Vs electronic media in respect to Zee Purviya.

This project helps the media industry to know about untapped market and grow T.V advertising
pie of Zee Purviya. It will enable the media industry to understand the preference pattern of
consumers. That is, whether they like to advertise via. Print media or, Electronic media.
The project on T.V advertising pie of Zee Purviya and market research on print media Vs
Electronic media is self sufficient to explain about T.V advertising pie of Zee Purviya as well as
provides deep insight on consumer preference.
Electronic media slowly and steadily is spreading its influence on print media. We are living
in a digital world and today, people are trusting electronic media to transfer valuable information.
It is true that print media is the oldest form of medium to advertise, but, with electronic media
growing exponentially, the share of print media can decrease.
On one hand, print media provides content quality than, on the other hand, electronic media
provides immediacy.

LITERATURE REVIEW
Following information is a combination of one research paper and an article as very less material
was available on this topic.
The need for media rose from the fact that by nature, human being loves to communicate
themselves.
The major forms of media used all around the world today are print media, electronic
media.

 The major types of print media are books, magazines, newspapers, newsletters, posters,
brochures, press releases etc.
The advent of newspapers and magazines greatly helped in the communication
at the local, national as well as global levels during the last two centuries. It can
also be said that these acted as agents of globalization to a large extent. They
also helped in anti-colonial movements across the world.
Electronic media imply to that form of media which can only be accessed by an
electronic device. The largely used electronic media are radio, television and
internet. Radio is no doubt the oldest of electronic media.
The mid-20th century saw the rise of television as an electronic media and it very quickly
became the most fascinating all over the world. The reason for the success of television is
very simple. It appeals to our visual as well as hearing senses. The visual appeal of
television is perhaps unparalleled to any mass media. Till now it remains the most popular
mass media.
The internet's popularity as mass media is because of the fact that it enables one to access
any and many information by just click of a button. It is also a two way communication
medium as it helps interacting face to face by the use of appropriate instruments and
internet connection.
Thus we can say that both print and electronic media have contributed greatly in
the process of mass communication. Both have their respective advantages as well as
disadvantages. But to neglect or ignore one for another would not be ideal way because each
form has its own significance.
A study conducted in Europe shows that people in the age group 18-24 years prefer print media
more than electronic media.
83% of 18-24 year olds, believe that reading from paper is better than reading from
electronic device.
78% of 18-24 year olds, said that compared to other media, print and paper is more
preferable.
63% of 18-24 year olds, keep their important documents on paper.
According to a European research conducted in 2011, all generations prefer print & paper when it
comes to reading.

Print media Vs Electronic media

There are two types of media, print and electronic. The print media informs society through
newspapers, magazines, and books, whereas, Electronic media broadcasts news through radio,
television, and computers. Both types of media inform us on day-to-day basis. It is media that
influences our opinions and we socialize with each other.
Print media is based on facts, even then, some still prefer nightly news on television. Hearing the
stories on television is easier for society to understand. Because of visuals, the television is
powerful in showing realism. Electronic media gives facial expressions to news, whereas, print
media lacks this. For example, watching the candidates interact with other people on television
makes us understand their thought process in a better way. The electronic media provides us with
emotional impact, whereas, print media cant provide news after every hour. Television shows an
active scenario of ongoing crisis situation.
Print media is analysis oriented. The print media provides in depth coverage of a topic whereas
electronic media is straight- forward and only highlights the main topics. The newspapers keep
Americans informed about what is going on around them. In America today, television is the
main source for acquiring knowledge of world.
Both types of media rely on advertisers for promotion of their news. To stay on air, electronic
media has to keep up standards. There has to be news on current and relevant topics. The
disadvantage to print media is the Anti-Trust Legislation. Once the paper is printed, it cant be
changed, that is, it requires careful evaluation.

Both types of media have kept their standards in providing people with quality information.
Without the media we will be living in a dark world. Through print and electronic media, we get
to know about our public representatives and how they discharge their duties.
In todays world, we can say that television has an upper hand on print media.

Analysis of Information
From the above said information, we can conclude that electronic media is still growing when it
comes to comparison between the two forms of media. However, both print media as well as
electronic media have its advantages and disadvantages and none of them can be neglected for
the use of other.
Even though the reasons for the decline of print media popularity are unclear, it cannot be argued
that electronic media is rising. It may be rising as it replaces print media, or it may be pushing
print media out of the arena.
From the literature review, we can clearly suggest that it is preferable to advertise on print media
rather than on electronic media. However, only a detailed report on this topic can provide deep
insight in to it.
Electronic media slowly and steadily is spreading its influence on print media. We are living in a
digital world and today, people are trusting electronic media to transfer valuable information.
It is true that print media is the oldest form of medium to advertise, but, with electronic media
growing exponentially, the share of print media can decrease.
On one hand, print media provides content quality than, on the other hand, electronic media
provides immediacy.
It is difficult to state that which form of media is more relevant and better to advertise on until,
unless, we have a detailed research report.

OBJECTIVE
Objective To study T.V advertising pie of Zee Purviya and conduct market research on print
media vs electronic media.
The above said objective can split up in to two parts:
1-To create awareness about Zee Purviya .
2-To analyse T.V advertising graph of Zee Purviya.
3- To compare the market of print media and electronic media.
To know the preference pattern of consumers. That is, whether they prefer print media or,
electronic media for advertising.

Following are the research problems that arise after doing exploratory research:
Research Problem 1 Is print media more preferable than electronic media?
Research Problem 2 Is print media a better source of advertisement than electronic media?
Research Problem 3 Can print media provide better response rate than electronic media?

RESEARCH METHODOLOGY
To understand the pattern of consumer preference among print media and
electronic media.
The data used for the study had primary character to it. The primary data was
collected through questionnaire method.. The procured data was analyzed by a
simple percentage method and the results are supported with graphs and charts
(1) Primary source:
I also prepared a small set of questionnaire for common cable and satellite users
for some important information regarding News channels and their perception relating to
them. Their individual opinion and their expectation from news channel .

On the other hand, Descriptive research will enable us to define things. The sample size
is 100 respondents and sampling technique used is random sampling. An interview
schedule consisting of 10 questions was given to respondents. Their responses were
then analyzed using excel.Analysis and interpretation of data was done on the basis of
percentage method.Representation of the analysis is in the form of bar graph.

ANALYSIS OF T.V ADVERTISING PIE OF ZEE

PURVIYA

70
59.07

60
50
40

40.03
ZEE PURVIYA
Column1

30
20
10
0
ZEE PURVIYA/RIVAL CHANNELS

Figure 1
According to AdEX report, out of 522 advertisers, 209 are advertising on Zee Purviya, whereas,
313 are advertising on rival channels. That is, around 40.03% of advertisers in Bihar and
Jharkhand prefer to advertise on Zee Purviya.
The topic is market research on print media Vs electronic media in respect to Zee Purviya.
This project helps the media industry to know about untapped market and grow T.V advertising
pie of Zee Purviya. It will enable the media industry to understand the preference pattern of
consumers. That is, whether they like to advertise via. Print media or, Electronic media.
The project on T.V advertising pie of Zee Purviya and market research on print media Vs
Electronic media is self sufficient to explain about T.V advertising pie of Zee Purviya as well as
provides deep insight on consumer preference.
Electronic media slowly and steadily is spreading its influence on print media. We are living in a
digital world and today, people are trusting electronic media to transfer valuable information.
It is true that print media is the oldest form of medium to advertise, but, with electronic media
growing exponentially, the share of print media can decrease.
On one hand, print media provides content quality than, on the other hand, electronic media
provides immediacy.
According to Television Audience Measurement (TAM) report, Zee Purviya has 34.1% of share
among 15+years viewers and has 28% of share among 25+years viewers Bihar/Jharkhand.

DATA ANALYSIS AND INTERPRETATION

GENDER
GENDER

70
60
50
40
30
20
10
0

64

36

Male
Female

Figure 2
The total sample size consisted of 100 respondents, out of which 64 were males and 36 were
females. That is, 64% were males and 36% were females.

AGE GROUP
AGE GROUP
70

62

60
50
40

33

30
20
10

0
Less than 20 years

Between 20-30 years

More than 30 years

Figure 3
Out of 100 respondents, 5% were less than 20 years of age, 62%. were in between the age group
of 20-30 years and 33% were above the age of 30 years.

Majority of the respondents fall in the age group of 20-30 years. There are chances that the
responses of the people may be similar to each other because of the similar age group. Their
tastes and preferences may be identical to each other.

OCCUPATION
OCCUPATION
80
70
60
50
40
30
20
10
0

73

7
17

3
Business

Housewife

Service

Student

Figure 4
Out of 100 respondents, 73% were from service class, 17% were students, 7% were from
business class and 3% were housewife.
Majority of respondents were from service class. Therefore, there is a chance that respondents
may give similar responses.

HEARD ABOUT ZEE Purviya

HEARD ABOUT ZEE Purviya
70
58

60
50

42

40
30
20
10
0
Yes

No

Figure 5
Out of 100 respondents, 42% have heard about Zee Purviya whereas, 58% have not heard about
Zee Purviya.
This shows that the channel is well advertised and respondents are well aware of it.

ADVERTISED FOR SOMETHING

ADVERTISED FOR SOMETHING
70
60
50
40
30
20

58
42

10
0
Yes

No

Figure 6
Out of 100 respondents, 42% have advertised for something, whereas, 58% have not advertised
for anything.
This clearly shows that people prefer to advertise more and more with changing aspect of
advertising on electronic medium.

PREFERENCE OF ADVERTISING MEDIUM

PREFERENCE OF ADVERTISING MEDIUM

100%
80%
60%

42
58

40%
20%
0%
Print

Electronic

Figure 7
Out of 100 respondents, 58% prefer to advertise on electronic medium whereas, 42% prefer to
advertise on print.
This clearly indicates the changing pattern of people, that is, now people are shifting from print
media to electronic media. We can say that, there is a decrement in the popularity of print media.

PRICE-AN INFLUENCING FACTOR

PRICE-AN INFLUENCING FACTOR

100%
80%
60%

54
46

40%
20%
0%
Yes
No

Figure 8
Out of 100 respondents, 54% believe that price is an influencing factor when they advertise,
whereas, 46% doesnt think that price is any sort of influencing factor when they advertise.
This clearly shows that people prefer to invest in a medium which has more reasonable rates.

Preference of Medium w.r.t Price

Preference of Medium

100%
80%
60%

69
31

40%
20%
0%
Electronic

Print

Figure 9
Out of 100 respondents, 69% would prefer to advertise on electronic media given the price is
equivalent to print media, whereas, 31% would prefer to advertise on print media despite the
price being equal.
This shows that people are more interested in advertising on electronic media rather than on print
media given that the price of advertising is equal on both type of advertising.

Help of an agency
Help of an agency

70
60
50
40
30
20
10
0

64
36

Yes
No

Figure 10
Out of 100 respondents, 64% of respondents take help of an agency to advertise, whereas, 36%
of respondents do not take help of any agency to advertise.
This shows that majority of people prefer to advertise with the help of an agency, whereas, some
people advertise directly.

Frequency of advertising
Frequency of advertising

92

100
80
60
40

20
0
Yes
No

Figure 11
Out of 100 respondents, only 8% advertise frequently, whereas, 92% advertise rarely. This shows
that majority of people do not advertise frequently

Reading Newspaper
Never

Once a week

2-4 times a week

5-6 times a week

Everyday
0

10

20

30

40

50

60

Figure 12
Out of 100 respondents, 57% read newspaper daily, 10% of respondents read newspaper 5-6
times a week, 29% of respondents read newspaper 2-4 times a week, 1% of respondents read
newspaper once a week and 3% of respondents never read newspaper.
This shows that majority of people read newspaper which indicates popularity of print media.

Watching Television
Never

Once a week

2-4 times a week

5-6 times a week

Everyday
0

10

20

30

40

50

60

70

80

90

100

Figure 13
Out of 100 respondents, 93% of respondents watch television daily, 2% of respondents watch
television 5-6 times a week, 4% of respondents watch television 2-4 times a day and only 1% of
respondents watch television once a week.
This shows the popularity of electronic media among respondents..

Influencing Factor
Yes

51%

No

49%

Figure 14
Out of 100 respondents, 49% of respondents believe that advertisement on print media is more
influencing than on electronic media, whereas, 51% of respondents believe that advertisement on
electronic media is more influencing.
This shows that majority of people prefer electronic media when it comes to advertising as they
believe that electronic media is more influencing than print media.

Influence of electronic media

Yes

No

32%

68%

Figure 15
Out of 100 respondents, 68% of respondents have bought something after watching
advertisement on electronic media, whereas, 32% of respondents have not bought anything after
watching advertisement on electronic media.
This shows that electronic media has a larger influence in comparison with print media. That is,
people prefer to buy something after watching advertisement on electronic media.

Trustworthiness
Strongly disagree

Disagree

Agree

Strongly agree

Neutral

11% 12%

29%

32%
16%

Figure 16
Out of 100 respondents, 40% of respondents believe that print media is more trustworthy than
electronic media, whereas, 16% of respondents remained neutral, 44% of respondents believe
that electronic media is more trustworthy than print media.
This shows that people are more inclined towards electronic media when it comes to
trustworthiness.

Better medium of Advertising

Better medium of Advertising
40
34

35

28

30
23

25
20
15
8

10

5
0
Strongly disagree

Disagree

Neutral

Agree

Strongly agree

Figure 17
Out of 100 respondents, 35% of respondents believe that advertising on print media is better than
advertising on electronic media, 42% of respondents believe that advertising on electronic media
is better than advertising on print media, whereas, 23% of respondents remained neutral.
This shows that majority of people believe in electronic media to be a better medium of
advertisement.

Accessibility
Accessibility
35

35

33

30
25

23

20
15
10

5
0
Strongly disagree

3
Disagree

Neutral

Agree

Strongly agree

Figure 18
Out of 100 respondents, 36% of respondents believe that print media is easily accessible than
electronic media, 41% of respondents believe that electronic media is easily accessible, whereas,
23% of respondents remained neutral.
This shows that majority of people believe that electronic media is easily accessible than print
media.

Consumer Satisfaction
Consumer Satisfaction
40
35
30
25
20
15
10
5
0

37

29
24
6

Strongly disagree

4
Disagree

Neutral

Agree

Strongly agree

Figure 19
Out of 100 respondents, 41% of respondents believe that print media provides more consumer
satisfaction than electronic media, 35% of respondents believe that electronic media provides
more consumer satisfaction, whereas, 24% of respondents remained neutral.
This shows that majority of people believe that print media provides more consumer satisfaction
that electronic media.

Response rate
Response rate
50
40
30
20
10
0

47

29
4

Strongly disagree

15
Disagree

5
Neutral

Agree

Strongly agree

Figure 20
Out of 100 respondents, 52% of respondents believe that print media has a better response rate
than electronic media, 33% of respondents believe that electronic media has a better response
rate, whereas, 15% of respondents remained neutral.
This shows that majority of people find print media to have a better response rate than electronic
media while advertising.

Popularity
Popularity
100%
90%
80%
70%
60%
50%

38

18

38

Strongly disagree

Disagree

Neutral

Agree

Strongly agree

40%
30%
20%
10%
0%

Figure 21
Out of 100 respondents, 40% of respondents believe that print media is more popular than
electronic media, 42% of respondents believe that electronic media is more popular, whereas,
18% of respondents remained neutral.
This shows that majority of people believe that electronic media is more popular than print
media.

Attractiveness
Attractiveness
35

32

33

30
25

21

20
15
10

0
Strongly disagree

Figure 22

Disagree

Neutral

Agree

Strongly agree

Out of 100 respondents, 41% of respondents believe that print media is more attractive when it
comes to advertising than electronic media, 38% of respondents find electronic media to be more
attractive, whereas, 21% of respondents remained neutral.
This indicates that print media is still an attractive choice when it comes to advertisement.

Reach
Reach

Figure 23

52

ag
re
e

16

St
ro
ng
ly

eu
tr
al

Ag
re
e

22

St
ro
ng
ly

di
sa
gr
ee

D
is
ag
re
e

100%
80%
60%
40%
20%
0%

Out of 100respondents, 68% of respondents believe that reach of print media is more than
electronic media, 27% of respondents believe that reach of electronic media is more than print
media, whereas, 5% of respondents remained neutral.
This shows that despite an increase in electronic media users, people still find print media to have
a larger reach than electronic media.

Zee SWOT analysis

a) Strength:
I.

The Zee mother brand

II.

Detailed reporting (depth news of topic)

III.

No biasness to political party

IV.
b) Weakness
Less variety in program (as chat show)
Not shows news only for TRP
Anchor keep changing & no star anchor
Only try to give emphasis on serious news
Opportunity
I.

News channels FCT (Free/fixed commercial time) is highest in all

genre. (according pitch feb.)

II.

After Hindi mass entertainment and Hindi movies news channel

are no. three position on genre wise viewer ship share

d) Threats
I. News channel genre is the most competent genre
II. New channel are also launching.

FINDINGS & SUGGESTIONS

Following are the major findings of the report:

42% of respondents have heard about Zee Purviya.

58% of respondents have advertised for something.
58% of respondents prefer to advertise on electronic medium.
54% of respondents admit that price is an influencing factor when they
advertise.
69% of respondents would prefer to advertise on electronic medium if price
of electronic media is equivalent to print media.
64% of respondents take help of an agency to advertise.
8% of respondents advertise frequently.
57% of respondents read newspaper daily.
93% of respondents watch television daily.
49% of respondents believe that advertisement on print media is more
influencing than on electronic media.
68% of respondents have bought something after watching advertisement on
electronic media.
40% of respondents believe that print media is more trustworthy than
electronic media.
35% of respondents believe that advertising on print media is better than
advertising on electronic media.
36% of respondents believe that print media is easily accessible than
electronic media.
41% of respondents believe that print media provides more consumer
satisfaction than electronic media.
52% of respondents believe that print media has a better response rate than
electronic media.

 40% of respondents believe that print media is more popular than electronic
media.
41% of respondents believe that print media is more attractive when it
comes to advertising than electronic media
68% of respondents believe that reach of print media is better than electronic
media.
It is advisable that to attract more advertisers, managers of ZMCL must target young
executives of prospective companies as majority of young people prefer to advertise
on electronic media.
It is also advisable that more emphasis should be laid to increase awareness about
electronic media among people.

Conclusion
From the project report, we can conclude that:
42% of respondents prefer to advertise on electronic medium.
58% of respondents believe that advertising on electronic media is better than
advertising on print media.
33% of respondents believe that electronic media has a better response rate
than print media.
68% of respondents have bought something after watching advertisement on
electronic media
71% of respondents of the age-group of 20-30 years prefer to advertise on
electronic media.

BIBLIOGRAPHY
Following are the different websites that were referred to, while preparing this project:

http://www.academia.edu/4619886/Print_Media_vs._Electronic_Media
www.esselgroup.com
http://printinthemix.com/Fastfacts/Show/513
https://www.customessaymeister.com/customessays/Media/10596.htm

The entire project report was prepared by the help of the content of the above websites.

Annexure
QUESTIONNAIRe
1. Do you watch Television?
a) Yes b) No
2. Do you read news paper?
a) Yes c)No

3. Are you satisfied with Print Media?

a) Yes b) No

4. Are you satisfied withElectronic Media?

a) Yes

b) No

5. Which news channel(s) you prefer watching?

a)Zee Purviya b)others

6. Are you aware of Zee Purviya?

a)Yes b)No

7. Which age group mostly watching Zee Purviya?

a) Less than 20 b) 20-30 c) Above 30

8. How much gender preferred Zee Purviya?

a) Male b) Female

9.

Are you satisfy with Zee Purviya?

a)Yes b)No

10. How many person advertise in Zee Purviya?

a)Yes b)NO
11. Do u give your advertisement regularly?
a)Yes b)No
12. Do you prefer to give advertise through agency?
a)Yes b) No
13. Which media is more influencing ?
a) Print b) Electronic
14. Which media is more
accessible?----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------REMARKS:

Thanks for your cooperation