Marketing Mix of NDTV and 7Ps (Updated 2024)

The Marketing mix of NDTV analyses the 7Ps of NDTV, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of NDTV. New Delhi Television Limited is commonly referred to as NDTV. It is a public limited company of Indian origins. NDTV is associated with the media industry and deals in news channels and broadcasting. It was founded in 1988 by its co-founders and couple Radhika and Prannoy Roy. Some of its competitors are as follows –

• Times Now
• CNN-IBN
• Aaj Tak
• IBN 18

About NDTV

• Type: Media Company
• Industry: Broadcasting and digital news publication
• Founded: 1988
• Founders: Prannoy Roy and Radhika Roy
• Headquarters: New Delhi, India
• Area served: India and internationally
• Current CEO: Vikram Chandra
• Number of employees: 2,000+
• Major products: News channels, digital news websites, and magazines

NDTV Product Strategy

NDTV is one of India’s most respected and watched news channels, as it has positioned itself as a news and lifestyle channel that propagates truth and integrity.

The product mix of NDTV in 2024 is as follows (Source).

1. Television Broadcasting: NDTV operates several television news channels, including: NDTV 24×7, An English-language news channel that offers international and national news; NDTV India: A Hindi news channel providing national news and current affairs; NDTV Profit: Focused on business news and market updates (though it was merged with channel NDTV Prime); NDTV Prime: A channel that combined entertainment and lifestyle programming with business news during specific hours.
2. Digital Media Platforms: NDTV.com: A leading news website offering comprehensive news coverage and in-depth analysis; Mobile Applications: NDTV provides news and other content through various other channels and mobile apps tailored for different audiences and interests.
3. Content Syndication: NDTV syndicates its content to various broadcasters and digital platforms globally.
4. NDTV Convergence: A subsidiary that drives the group’s digital reach, monetizing web and mobile properties.
5. Special Events and Campaigns: NDTV is known for organizing and broadcasting special events and social campaigns, often focusing on social issues, health, education, and environmental sustainability.
6. E-Commerce Ventures: In the past, NDTV has ventured into e-commerce sectors with platforms like Gadgets 360, an online marketplace for gadgets and electronics.

NDTV Pricing Strategy

At the end of the financial year 2016, the estimated revenues of NDTV were 576 crore rupees. Its increasing revenues year after financial year is the leading news channel’s reason helps the channel as it attracts several more companies and investors to its production network. Sponsorships are an essential part of marketing the channel and earning revenues, and NDTV has tie-ups with numerous companies and brands so that a lucrative sum can be quickly earned via these deals.

It started as a lifestyle channel on the English Channel but diversified its product portfolio to include Hindi channels to penetrate further markets and increase its viewership. NDTV has adopted a penetration pricing policy and offered news channels at reasonable rates to pay so that a perfect balance can be easily maintained between its network and pay-channel providers in terms of money.

NDTV’s pricing and marketing strategy reflects a sophisticated approach to price and marketing tailored to the diverse and dynamic nature of the country and media and broadcasting industry.

1. Value-Based Pricing for Advertisements: NDTV likely employs a value-based pricing model for marketing its advertising slots, where the perceived value determines prices to advertisers. This involves assessing factors like viewer demographics, time slots, and program popularity to set competitive yet profitable prices for marketing them.
2. Dynamic Pricing for Digital Ads: NDTV might use dynamic pricing strategies on digital platforms. This involves real-time adjustments of ad rates based on website traffic, user engagement, and demand, maximizing revenue from their digital properties.
3. Subscription-Based Model for Premium Content: For exclusive content, NDTV could adopt a subscription-based pricing model. This strategy entails offering premium content, like in-depth analyses or special reports, behind a paywall, catering to a segment willing to pay for high-quality journalism.
4. Freemium Model for Digital Services: Leveraging the freemium model, companies such as NDTV might offer essential news content for free while charging for advanced features or exclusive digital content. This strategy can attract a broad user base while monetizing premium services.
5. Customized Pricing for Syndication and Partnerships: When dealing with content syndication and partnerships, NDTV might employ customized pricing strategies. Prices in such deals could be tailored based on the scope of content, exclusivity, and the partner’s market reach.

In these marketing campaign strategies, companies such as NDTV must balance profitability and audience retention, adapting marketing campaigns to changing market dynamics, competitors, and consumer preferences in the broadcast media industry.

NDTV Place Strategy

NDTV, its news channel, has a Pan-India presence, and the English Channel news channel is eagerly watched by most households in India, both in the urban and rural sectors. Its news channel has set up its headquarters in New Delhi, India. NDTV’s 24*7 news channel has gained an international audience. Its news channel is beamed in places like Mauritius, New Zealand, Australia, the Middle East, South Africa, Canada, the United States, the United Kingdom, and most of the SAARC countries.

It has a strong distribution channel that includes services of a capable workforce of nearly 1,491 employees to help in daily activities. NDTV is one of India’s top broadcasters and other companies that serves the country with the help of twenty-three studios and offices nationwide. It has a sophisticated and modern infrastructure that includes archiving and newsgathering facilities and award-winning creative and production teams.

NDTV’s place strategy is as follows:

1. National Presence: NDTV maintains a strong presence across India, catering to a diverse audience with its regional and national channels and ensuring lifestyle channels have wide accessibility and reach within the country.
2. Digital Platform Accessibility: Through its website and mobile applications, NDTV ensures global accessibility, allowing users worldwide to access content online.
3. Offices and Bureaus: NDTV operates from several key locations in India, including major cities like New Delhi and Mumbai, with bureaus in various other cities for comprehensive news coverage.
4. Content Syndication Network: By syndicating its content, NDTV expands its reach internationally to different broadcasters and digital platforms, further broadening its audience.
5. Collaborations and Partnerships: NDTV engages in strategic collaborations and partnerships with other media houses and digital platforms to enhance its distribution and presence in various markets.

NDTV Promotion Strategy

NDTV is an active participant in CSR and philanthropic activities. It has organized campaigns to support rural electrification and about the effects of climate change through its channels. It launched Greenathon and was endorsed by famous personalities like Karan Johar, Shah Rukh Khan, and Priyanka Chopra. Save Our Tiger campaign on the lifestyle channel was started in 2010 to create awareness of India’s declining rate of tigers. Support My School campaign on the English Channel was launched in 2011 to create awareness about healthy living by improving environmental conditions, sanitation, and water availability.

Bollywood actor Sanjay Dutt and cricketer Sachin Tendulkar were brand ambassadors and helped reach a wider audience, and the campaign collected more than 72 million rupees. Fit India Movement and Marks for Sports were initiatives that made fitness and sports regular parts of the lifestyle. Ranbir Kapoor launched this movement and became associated with it. NDTV also launched Green Champion, its first reality show based on environmental issues.

NDTV’s promotion campaign and marketing strategy for the financial year is as follows:

1. Multi-Platform Presence: NDTV leverages a strong presence across TV, digital media, and social platforms, ensuring maximum visibility and engagement with diverse audiences.
2. Content-Driven Campaigns: They focus on content-driven promotional campaigns, highlighting their journalistic credibility and the quality of their news reporting to attract and retain viewers.
3. Strategic Partnerships and Events: NDTV engages in strategic partnerships and organizes high-impact events and campaigns, enhancing brand visibility to a broader audience and reinforcing its position in the media landscape.

Some Recent Video ads and Print ads of NDTV are:

NDTV People Strategy

The “People” aspect of the Service Marketing Mix (7Ps) refers to a business’s employees and customers. In the context of NDTV (New Delhi Television Ltd.), a prominent Indian television media company known for its news and current affairs, this element of the marketing mix emphasizes the importance of human interaction in delivering its services effectively. Here’s how the “People” component can be elaborated for NDTV:

1. Experienced Journalists and Anchors: NDTV boasts a team of seasoned journalists and anchors well-respected in the industry for their expertise, credibility, and integrity in news reporting. These individuals are pivotal in shaping the channel’s reputation and viewer trust.
2. Skilled Technical and Production Staff: Behind the scenes, NDTV is supported by skilled technical and production staff who ensure the smooth broadcast of live and recorded programs. Their proficiency in handling cutting-edge broadcast technology enhances the quality of content delivery.
3. Customer Support and Engagement Teams: NDTV interacts with its audience through various channels, including social media, the official website, and viewer helplines. The customer support team is crucial in addressing viewer queries, feedback, and concerns, thereby improving viewer satisfaction and loyalty.
4. Training and Development: NDTV invests in its employees’ continuous training and development to keep them updated with the latest media, journalism, and technology trends. This commitment to professional growth ensures that the team remains competitive and innovative.
5. Diversity and Inclusion: The company values diversity in its workforce, including gender, cultural, and regional diversity. This diversity is reflected in its content, making it more relatable and appealing to a broad audience base across India and beyond.
6. Editorial Team: The editorial team at NDTV plays a crucial role in maintaining the channel’s editorial standards, ensuring that the news coverage is balanced, fair, and not influenced by external pressures. This commitment to editorial independence contributes to the brand’s integrity.
7. Audience Engagement Initiatives: NDTV undertakes various initiatives to engage with its audiences, such as hosting public debates, interactive sessions, and social media campaigns. These initiatives help build a strong community of viewers actively involved in discussions and feedback.
8. Corporate Social Responsibility (CSR) Activities: The people at NDTV are also involved in CSR activities through the NDTV Foundation. These activities contribute to societal welfare and build a positive image of NDTV among its viewers and the general public.

NDTV Process Strategy

The “Process” component of the Service Marketing Mix refers to the methods and procedures a marketing mix company or marketing mix uses to deliver its marketing mix services efficiently. For NDTV, a leading Indian news broadcaster, this involves the entire workflow of news gathering, production, and dissemination. Understanding NDTV’s marketing mix process is crucial to maintaining service quality and viewer satisfaction. Here’s a breakdown of the marketing mix process aspect for NDTV:

1. News Gathering and Verification: NDTV has a widespread network of correspondents and reporters across India and in key locations worldwide. This network is crucial for gathering news. The process involves rigorous fact-checking and verification to ensure the accuracy and reliability of the information before it goes on air or is published on digital platforms.
2. Editorial Review: Before any news piece is broadcasted or published, it undergoes a strict editorial review. This step ensures that all content aligns with NDTV’s ethical standards and journalistic principles, maintaining impartiality and objectivity.
3. Content Production: NDTV utilizes state-of-the-art technology for content production. This includes high-definition cameras, advanced editing suites, and graphics technology to produce visually appealing and informative news segments. The production process is streamlined to handle breaking news efficiently, ensuring timely updates.
4. Multi-Platform Distribution: NDTV’s process extends to distributing content across various platforms, including television broadcasts, online portals, and social media channels. This multi-platform approach ensures that news reaches viewers through their preferred medium, enhancing accessibility and engagement.
5. Viewer Feedback and Interaction: NDTV has mechanisms for receiving and responding to viewer feedback. This process includes social media engagement, email feedback systems, and interactive segments within news programs. Viewer feedback is taken seriously and used to improve service delivery.
6. Continuous Improvement and Innovation: NDTV commits to continuous improvement by regularly updating its processes and technology. Innovations in digital news delivery and interactive broadcasting are part of its process to stay ahead in the competitive news industry.
7. Training and Development: Ongoing training for journalists, technical staff, and the entire team is integral to NDTV’s process. This ensures employees are updated with the latest news reporting, production technology, and ethical journalism practices.
8. Crisis Management and Adaptability: NDTV has established processes for crisis management, enabling quick adaptation to breaking news situations or unexpected events. This flexibility is crucial for maintaining the flow of information during critical times.
9. Content Archiving and Retrieval: NDTV maintains a digital archive of its news content, which is essential for retrieval and reference. This process supports content repurposing, historical reporting, and maintaining a repository of news coverage over the years.
10. Compliance and Regulatory Adherence: The process includes strict adherence to legal and regulatory guidelines set forth by broadcasting authorities. This ensures that all content is compliant with national standards and ethical norms.

NDTV Physical Evidence Strategy

The “Physical Evidence” element of the Service Marketing Mix pertains to the tangible and intangible aspects that customers use to evaluate a service; for a media company like NDTV, which primarily offers digital and broadcast services, physical evidence revolves around the presentation, environment, and materials that support its brand reputation and service quality. Here’s how physical evidence can be defined for the media industry and NDTV:

1. Brand Identity: NDTV’s logo, brand colors, and overall visual identity are immediate physical evidence of its presence. These elements are consistent across all platforms, including TV broadcasts, websites, mobile apps, and social media, helping to create a recognizable and trusted brand image.
2. Studio Design and Ambiance: The design and layout of NDTV’s news studios, including the backdrop, lighting, and technology used for news broadcasts, contribute to the viewer’s perception of professionalism and credibility.
3. Website and Digital Platforms: NDTV’s online presence, including its official website and mobile application, serves as physical evidence of its commitment to providing accessible news. The user interface design, ease of navigation, and content presentation on these platforms reflect the quality and reliability of NDTV’s services.
4. Broadcast Quality: The visual and audio quality of NDTV’s broadcasts is a key piece of physical evidence. High-definition video and clear sound quality enhance viewer experience and trust in the delivered content.
5. Social Media Presence: NDTV’s activity on social media platforms proves its engagement with viewers. Consistent content quality, responsiveness to comments, and overall engagement strategies reinforce its brand image.
6. Marketing and Promotional Materials: Physical materials such as advertisements, brochures, and event sponsorships, though less traditional for a digital media company, also serve as physical evidence of NDTV’s market presence and service offerings.
7. Awards and Recognitions: Trophies, certificates, and accolades received by NDTV for excellence in journalism and broadcasting serve as physical evidence of its quality and credibility. These recognitions are often highlighted in broadcasts and on digital platforms.
8. Viewer Testimonials and Reviews: Viewer feedback, testimonials, and reviews, whether featured on NDTV’s platforms or independent review sites, are physical evidence of the service quality and viewer satisfaction.
9. News Coverage and Reporting Style: The way news is covered, including the depth of analysis, graphical representations, and on-field reporting, can be considered intangible physical evidence of NDTV’s journalistic standards and integrity.
10. Corporate Social Responsibility (CSR) Initiatives: Participation in and promotion of CSR activities demonstrate NDTV’s commitment to social causes, adding to the tangible evidence of its brand values and ethical standing.

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