Media & Entertainment Business

Topics Covered

Overview of Media & Entertainment (M&E) Industry a. Size of Indian and Global M&E industry b. Penetration levels and growth rates for each segment viz:- TV,Print, Radio, Films, Gaming, Animation, VFX, OOH, etc c. Key trends and highlights in each segment of M&E d. Factors leading to growth/decline in each sector of M&E e. Challenges for each segment f. Analysis of consumer pay revenues, subscription revenues and advertising revenues. Comparison of Indian vis a vis global scenario. g. Value chain presence of Indian and International media & entertainment companies Print Media Management 1) Industry Size 2) Advertising v/s circulation revenues 3) News Print Readership v/s Digital Readership 4) English Readership v/s Hindi and Vernacular Readership 5) Challenges and opportunities for Print media Gaming Entertainment • Indian and Global gaming Industry Market Size, growth rate, international trends, major international gaming studios, etc • Evolution of gaming 8 bit to console gaming • Gaming platforms PC, console, online gaming, mobile gaming, multi player gaming and their potential • Platforms and Product Life Cycle for gaming entertainment PC,Console games (Playstation,X-box,Nintendo,others),sequels,etc • Film based Indian and International gaming franchises Sales performance, successful case studies,etc • Career opportunities in gaming space Satellite Broadcasting Industry 1. Industry size and growth rate 2. Major channels and their programming genres viz; GEC, Sports, Kids, Music, news, etc 3. Understanding concepts of reach, viewership and TVTs / TRPs, their effect on advertising rates, current ad spot rates of various channels, prime time rates v/s ROS rates, etc 4. Content acquisition and production models of various channels, including licensing of international reality show formats. 5. Understanding dynamics of revenue streams of satellite channels i.e subscription v/s advertising revenues 6. Future trend - Concept of embedded advertising 7. Resource requirements for various types of channels depending on their content strategy. 8. Career opportunities in satellite broadcasting space. Film Entertainment Landscape • Indian and Global Film Industry - Market Size, growth rate, international trends, etc - Difference between Bollywood and Hollywood with regards to industry structure and strategic management. • Product Life Cycle for filmed entertainment Music release, theatrical release, home video rights ,DTH, New Media (VOD, IPTV), mobile rights, satellite, cable and terrestrial telecast, merchandising and licensing rights, overseas release, sequels, etc • Dynamics of each content delivery platform for filmed entertainment viz: Film Distribution Home Video Music Sales (physical and digital) Satellite telecast Overseas distribution New Media and online download rights Merchandising rights Revenue sharing models and agreements, revenue earning potential, flow of revenue across value chain and share of revenue contribution of each platform in the total revenue collection of a film. • Case studies and examples Blockbuster hit and flop films and their performance on each content delivery platform, reasons behind the films performance, etc • Potential of regional cinema in India and its dynamics • International studio models and its adaptation in India • Career opportunities in filmed entertainment space • Piracy Value and volume, copyright, IPR protection measures like DRM, govt laws, regulations and acts to counter piracy, other private bodies involved in vigilance for copyright protection Film Promotions 1. Innovation in film promotions 2. Positioning of films and segmentation of the market 3. Case studies of successful film promotional campaigns 4. ATL and BTL activities for film promotions 5. Total budget required for film promotions based on genres and budget of films Film Distribution 1. How the value chain works in film distribution business 2. Different terms used for box-office collection 3. How much revenue flows back to the producer and in what manner? 4. Various commercial models for film distribution 5. Territories for film distribution 6. Overseas film distribution and its potential 7. Challenges in overseas film distribution Film Exhibition - Facts & figures about film exhibition- Indian & Global scenario - Multiplex v/s Single screens. - Density of screens in India and major metro cities - How digital cinema is influencing the box-office collections - Revenue break-up for multiplex chains. - Business terms between multiplexes and production houses. - Challenges for Film exhibition - Performance and potential of Hollywood films in India - Performance of regional films - Segmentation of the market of film exhibition - Ticket Price controls in certain states, average ticket prices for single screens and multiplexes - Case study on emerging film exhibition formats/models Cable & Satellite (C&S) Rights 1. Monetisation of film content on cable & Satellite 2. Pricing of cable & Satellite rights based on genre and theatrical performance of the film 3. Contract terms for C&S telecast rights 4. C&S telecast rights for catalogue / old films 5. TRPs of major films telecasted on C&S Ancillary Rights 1. Merchandising rights with case studies of international and Indian franchisees 2. Content syndication 3. PPV on DTH platform Film financing Trends 1. Organized funding – PE and Venture capital funding 2. Concept of Crowd sourcing / funding / financing with case study 3. Co-production treaties between Hollywood and Bollywood production houses 4. Co-production treaties with actors 5. Subsidies for film financing from foreign countries and other relevant bodies Home Video and Music Industry 1) Macro Industry Perspective - Size of Industry - Historical perspective of the industry. - Contribution (% share) to a film’s total revenue - Key Home Video and Music Labels operating in this space - Why do big film production studios prefer to have in house division for home video and music distribution? 2) The Marketing Mix - Product: a. Physical demonstration of different titles of DVDs/VCDs/Audio CDs for better understanding of the product b. Understanding different genres and formats of home video and music distribution. Evaluating the yesteryear formats and emerging formats c. Physical format v/s digital format. Evaluating the Product Life cycle for both the formats. d. Understanding various packaging options and respective costs for physical format distribution: Traditional and Innovative. e. Film v/s Non-film content. What’s doing better? f. Emerging category of Audio Books? Demo of Audio Book “ Corporate Chanakya” g. Understanding legal procedures:- signing of home video content acquisition and distribution agreements, various clauses of the agreement, etc h. Building a catalogue of home video and music titles. Its advantages and disadvantages. Audio/Video presentation Experience the product and its features:- - Watching bonus content DVD of 3 Idiots,Barfi, Yeh Jawaani Hai Deewani, TV serials like Malgudi Days and Yeh Jo Hai Zindagi Case Study: Shilpa Shetty’s Yoga title, The Secret , Malgudi Days, Yeh jo Hai Zindagi,etc V/S Popular movie tiles. What sells better and why? Regular - Price a. Pricing strategy. Penetration v/s Premium pricing b. Bundling value adds with the product:- i.e making of the film, interview of cast & crew, short films, documentary , expert panel interviews, deleted scenes, freebies for animation titles. etc c. Managing pricing strategies throughout the PLC curve. d. Understanding eco-system of digital format i.e relationships between Music labels, content aggregators and telecom operators. Audio/Video presentation Experience the product and its features:- - Watching bonus content DVD of Slumdog Millionaire/Crorepati Bal Ganesh, English Vinglish, Jab Tak Hai Jaan, Zindagi Na Milegi Doobara, 101 Silver Screen Stars. - Place a. Understanding distribution channel partners for physical and digital formats. Types of distributors, content aggregators, retailers, telecom operators, etc b. Evaluating Channel margin structure and bargaining power of each intermediary c. Emergence of alternate distribution network for non-film content. d. Key accounts management with respect to home video and music distribution. Case Study: The battle between Moser Baer v/s other home video labels. What worked and what did not work for them? Did Moser Baer succeed in its low pricing strategy? - Promotion a. Challenge of promoting home video and music titles on a shoe-string budget b. Understanding Promotion Mix for advertising home video and music titles Viz: “above the line” and “below the line activities”, in store promotions c. Launch Events as a low cost avenue for promoting the title d. Consumer and trade offers for encouraging consumption 3) Challenges and opportunities of the industry - Piracy – a major concern. How to combat it? - How to increase consumption of physical format? - Emergence of non- film content as a savior - Following the catalogue approach. 4) Assignment and presentation - Each group of 2-4 students has to conceptualize a non-film content title for exclusive home video distribution. - Students will be given one week’s time to prepare for the same Note: At the end of the above sessions students will be able to evaluate the feasibility of any film project. Marketing of animation films • Indian and Global gaming Industry Market Size, growth rate, international trends, major international animation studios, etc • Indian and International franchises A comparative study • Dynamics of Indian animation Industry Revenue generated from exploitation of each content delivery platform • Case studies of International and Indian successful animation films Spiderman,Batman, Krish, Hanuman and many more • Merchandising and Licensing Sales Potential, case studies of International and Indian properties • Career opportunities in animation space Sports Entertainment- Session on IPL business format 1.Concept and reasons for popularity of IPL as a format 2. Various revenue streams of IPL franchisees and BCCI 3. What are the strategies that IPL franchisees need to follow to generate additional revenues and remain profitable? 4. Future of IPL? Is the format sustainable? What are the challenges for IPL 5. Discussion: is there any potential for a Soccer League in India similar to IPL? Animation, VFX and Post production 1) Industry Size 2) Animation- a large market overseas 3) Highest Grossing animation films world wide 4) The India Story 5) Key Developments in Animation industry 6) Licensing & Merchandising on the rise 7) Challenges & opportunities for animation industry 8) VFX in India 9) VFX Domestic v/s outsourced revenue split 10) Key trends in VFX 11) 3D conversion market 12) Post Production- The future of entertainment Out of Home advertising (OOH) 1) Outlook for the year 2) Industry Size 3) Contribution of various sectors to OOH 4) Revenue split by formats 5) Digital OOH (DOOH) to drive growth 6) Key Trends & challenges Radio Industry 1) Industry size 2) Revenues from metros v/s non- metros 3) Youth listenership 4) Importance and future of Radio in India 5) Mobile & Out of home listenership 6) Trends in the radio industry 7) Internet Radio 8) Community Radio 9) Key challenges of the industry The Pedagogy My pedagogy to deliver the above sessions involves the following: a. Power point presentations on industry facts, figures and trends,etc b. Real-life industry case study prepared by me based on my industry experience c. Videos on making and marketing of blockbuster films and key learning from them d. Screening of short films and documentaries e. Various other video clips related to the subject f. In-class exercises based on topics discussed during the sessions g. Students will be given an assignment which they will have to present at the end of the course.

Who should attend

BMM students,MBA students, Media Management Students, Film making students,etc

Pre-requisites

Graduate or Post Graduate students

What you need to bring

Nothing

Key Takeaways

Complete business and marketing knowledge about media & entertainment industry.