Distribution market prioritization for Disney group of channels; The Walt Disney Company India Pvt Limited

Abstract

Distribution Market Prioritization for Disney group of channels is a project of the research and the distribution department of The Walt Disney Company, with major part of the project on research activities. The project involved different stages starting from the Evaluation step proceeding to the Hypothesis development followed by analysis of the data obtained from the Chrome track and Television Audience Measurement which are agencies providing data on gross rating points, reach, television rating points and band positioning of channels in different markets. Distribution is vital in any media industry. Distribution makes the channels available in the markets, thereby the channels can be viewed by people which subsequently yields gross rating points for the channels which is the key in generating revenue for the channels. In this way distribution becomes a key factor. There are 33 markets all over India and in each market there would be networks which download the link and provide the signals to the local cable TV operators. There are 448 Networks all over India and the networks are called as Multi system operators. The project involved identifying dominant networks in respective markets and analyzing the channel placements in terms 'of band:ir.r-those markets. The project also involved finding good markets for Disney group of channels and also markets that need to maintained and improved by better positioning. There is an internal data base having distribution data generated by the research department. Matching it with the external data to find disparities was another part of the project in the Internship.