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Case Code: CLIBE010

Case Length: 4 pages

Period: --

Pub Date: 2005

Teaching Note: Not Available

Subject :Business Environment

Price:Rs.50

Organization :--

Industry :--

Countries : --

Entertainment - Made for India

ABSTRACT

The caselet covers the evolution of the entertainment industry in India. It explains the launch of entertainment channels catering to the local population. The case points out the benefits of targeting kids with special programs.

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Issues:

	Cartoon network making it big in India.
	Competition between entertainment channels catering to kids.
	Reasons for launch of programs in Indian languages.
	Consumer reactions to localized content.

Introduction

During the days when Doordarshan was the sole TV channel available to Indian TV viewers, producers of TV programs had to vie with each other to secure a slot on it. Cartoon programs were confined to slots on the weekends.

It was the Doordarshan officials who selected programs based on their whims and fancies rather than on the tastes and preferences of viewers. After the entry of satellite channels in India, the public's appetite for cartoon programs began to be catered to, and many channels began to air cartoons on weekdays also.

Questions

1. Do you support the view that localization of satellite channels helps to capture more market share in India?

2. Why do you think more and more foreign satellite channels are interested in starting their operations in India? State the reasons.

Keywords

Doordarshan, Cartoon Network, Sony, Hungama, Zee, Television Audience Measurement (TAM), infotainment, Walt Disney, Walt Disney Television International Asia Pacific (WDTVI-AP), STAR, Disney Channel, Toon Disney Channel, Splash, Viacom, National Geographic Channel

* This caselet is intended for use only in class discussions.
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