If you are looking at tapping the NRI base in UK, US, Canada & the middle East. This is for you. To get a copy write to me sachin7k@gmail.com

1. International Media
Landscape

2. USA
 Demographics
Nationality Population %age Approx
Total 301139947 100 30 Cr
Asians 13100000 4 1.3 Cr
South Asians 4000000 1 40 Lacs
Indians 2319222 0.8 23 Lacs
0.8 % of the US Population
More Than 2 million in Number
Largest Growing Ethnic Group @ 38% (2000-2005)

4. Key Regions with Dense Indian Populations
Top 10 States Indian Dense Areas
1. California 1. Artesia
2. New York 2. Jackson Heights
3. New Jersey 3. Edison
4. Texas 4. Houston (Sugar Land)
5. Illinois 5. Chicago (Devon St)
6. Florida 6. Orlando
7. Pennsylvania 7. Pennsylvania
8. Georgia 8. Decatur
9. Maryland 9. Rockville, Baltimore
10. Virginia 10. Fairfax

5. Socio Economic Factors
 Migrants can be divided into 3 main categories:
 The early migrants from India in 1960’s:
 mainly professionals settled in east coast of US.
 Today they have a blend of the US Culture with moderate Indian values.
 NY /NJ based NRIs are traditional early migrants from Gujarati/Punjabi communities
 mainly traders & retailers.
 Wealthy and well connected with India with high level of Indian cultural influence.
 Professionals/techs based in California/Silicon valley
 predominantly South Indians,
 highly professional.
 They are the latest clan of Indians to have entered US.
 Socio economically a very developed community with the highest Monthly income among
all ethnic groups
 Asian Indians – Buying power of $76 million
 74% own homes
 74% in professional / managerial occupations
 90% are graduates,
 35% have master’s degree,
 34% have doctoral degrees

6. Media Landscape
 Indian TV Channels Available (Total 39)
Channel / Network Bouquet of Penetration Feed / Rate per 10
Channels secs
Zee Network Zee TV, Zee Cinema, Zee TV – 5.3 Lacs Same Feed for US
ETC Punjabi, Zee (80% are Indians) Canada & the
Gujarati, Zee Sports Carribean
Rs.1937/-
Sony Set Max, Set Asia Set Asia 1.8 Lacs Separate beams
Rs.733/-
Star Network Star Plus, Star News, Separate Beams
Star One
B4U Music & Movies B4U Music, B4U Same feed for US &
Movies Cananda Rs.1200/-
Sahara TV
Aaj Tak
NDTV 24x7
Sun TV Same feed as in
India. Scheduling to
Gemini TV
be done to catch
Asianet Asianet Plus, Asianet viewers in different
t News markets

7. Viewing Habits
 Strict adherence to 9-5 working hours affects the viewership
pattern
 Hence prime time starts as early as 5 -5:30 PM unlike India
 Programming would have to cater to East & West Zones with a
mix of Prime & Non Prime Time
 Time gap between East & west zone is approx 3 hrs
 To cater to the different time zones, prime time spots would
have to start at 5 pm and end at 2:30 am (11:30 am for West
Coast)
 West Coast (California, being an IT hub) would have to be
focussed upon

8. Zee clearly leads the way in terms of reach
Connections
400
300
200
100
0
Zee TV Zee Sony TV Aaj Tak Zee Zee
Cinema Punjabi Gujarati
All figures in 000s
Source:Channel data

9. Radio
 Radio in the US is very Fragmented.
 There are close to 120 radio stations in California
alone
 A lot of people also tune into a lot of internet radio
stations
 WCNJ is a popular Radio playing out of New Jersey.
The first 24 hour desi radio station in the US. First
one to be affiliated with the BBC for broadcasting
the BBC World News in Hindi in the US

10. Some Other Popular Radio Stations – State wise
State Radio Station State Radio Station
California Mostly Tamil
Ohio Geetanjali
Florida Manoranjan
Texas Ghungroo
Illionis Kannada Vani
Music of India
Massachusetts Sargam
Sounds of India Music masala
Michigan Sounds of the Subcontinent Music in the Box
Maryland / Virginia / Washington DC Vivid Bharti
Radio South Asia
Spirit of India
Radio Naya Andaz
NJ / Pennsylvania / Delaware Anil ki Awaaz
Sangeet Radio Show
Anjali
Music of India Tenesse 88 Geetmala
None of these is a 24 hour radio station. They play two – Five times in a week for 1 – 4 hours
Recommendation: Radio is too fragmented and thus cannot be used for
brand building. However, would be good to use for event marketing &
promotion

11. Print & Online
Magazine /
Newspape Circulation Coverage Readership Rates
NY, NJ, CT,
Dallas, Chicago,
Los Angeles,
India Abroad 50000 Canada & Toronto 2.5 Lacs Rs.3675/- per column inch
Illionis, California,
Gujarat Darpan 12000 Georgia
Tamil Times 15000 Has special Features on Property
Californai; Texas,
Washington, New
Mexico, Nevada,
Oregon, Colorado,
India West Arizona
Focussing on
India & the Global
Rediff US Alexa Rank 134 Indian Community USA Rank 353
Garam Chai USA Rank 59,670 Listing of Indian Information in the US
Sulekha USA Rank 1794 Online Classifieds
Some Other Regional Publications are: Ajit Weekly, Divya Bhaskar, India Post, India
Empire,

12. Other Media
 Other Media:
 In Cinema Advertising
 Title Driven campaigns can be used to target the Indian
Audience.
 Will be a focussed medium with high impact and low
wastage
 Outdoor Advertising

13. Recommendations:
 TV should be the platform to build a campaign in the US
 Mix of Zee TV & Regional Channels should give the required exposure to our
brands covering the wide geographical stretch in the US
 Print is an ideal medium to support & improve brand recall by increasing
penetration into the regional communities
 In cinema & other media need to be researched deeply through a dedicated
resource / advertising agency association
 Events / Road shows can be used to provide a platform for the consumers to
be in direct touch with our brands.
 Events centered around Diwali / Independence Day etc draw large crowds.
However, one major drawback is the geographical spread of the NRI / PIO
population across various regions in the US
 Radio can be used while promoting events.

14. Recommendations
- Claims to be apable of carrying out campaigns simultaneously in the US, UK,
Canada, Europe, UAE & India
c
- Claims to have serviced the following clients already

25. UK
 Demographics
Nationality Population %Age Approx
All 60776238 100 6 Cr
South Asians 2330000 3.8 23 Lacs
Indians 1300000 2 13 Lacs
2% of the Population

26. A Very Close Knit & Family Oriented Lot in tune
with Indian Culture
 Indian people came mainly from Punjab and Gujarat
 UK Indians are close knit families & well connected to India. They still hold on
to the Indian Traditions.
 UK Indian are mainly into family business from small pharmacy shops to steel
conglomerates.
 Asians constitute 4% of total population – with 2% of the total wealth.
 Indian Food, Indian Music & Hindi movies are even popular with the British.
 Multichannel TV penetration higher within Asian households compared to
national average.
 Importance of Asian language TV; 39% of respondents watching it in some
form.

27. Large Proportion resides in Greater London
followed by South East

28. Wide Bouquet of Indian Channels available
Channel / Network Bouquet of Channels Penetration Feed / Rate per 10
secs
Zee Network Zee TV, Zee Cinema, Zee TV – 3 lacs Approx
ETC Punjabi, Zee Rs.1937/-
Music
Sony Set Max, Set Asia Set Asia 1.4 Lacs Same Beam in UK,
EU & Russia
Star Network Star Plus, Star News,
B4U Music & Movies B4U Music, B4U
Movies
South for You
Sirasa TV Tamil Channel
Sahara TV
NDTV 24x7
Sun TV Same feed as in India.
Scheduling to be done
Gemini TV
to catch viewers in
Asianet Asianet Plus, Asianet t different markets
News

29. Zee clearly leads in terms of reach with
77% Share
Zee Sony TV Zee Cinema Zee Punjabi Zee Gujarati
13 12
77
62
34
London is the hub with more than half of
the connections being there Total Indian C&S Homes – 3.25 lacs

30. Radio in UK
 There are currently 5 24-hour-a-day local commercial Asian radio stations across the UK:
 Sunrise Radio, London: Catering to old and young audience alike. Primary programming centered around
Bolywood. Latest Hits, Bolywood gossip, Chat shows & contests
 Club Asia, London: The channel is primarily targeting second & third generation Asians with the broadcast
compeletly in english. The channel boasts of a very chic kind of an image. Dedicated to the Asian youth in
the UK. Plays bolywood, Bhangra, Asian Pop / Rock & Fusion. Main USP is non-stop music with the most
happening RJs in town
 Radio XL, Birmingham : Boasts of reaching out to the working community and young asians who are
either into business or working and even have small families. Broadcasting is in English, Hindi, Gujarati,
Punjabi, Benagli & even Urdu.
USP of the channel is activations.
 Sabras Sound, Leicester
Mixed programming (multiple languages), possible weekly audience of upwards 2,20,000
 Asian Sound, Manchester
Primary languages where broadcast is done: Urdu, Gujarati, Bengali

31. Sunrise Radio- The Leading Asian Radio Station
 The UK’s first 24 hour Asian Radio Station
• Average wkly reach 536,000 nationally
Listenership Profile
• 53% men
• 47% women
• 50% ABC1’s
• Core audience age 15-44 (78%)
Source: RAJAR (Radio Joint Audience Research)

32. Radio more expensive than TV!
Station Rate No. of Spots Duration Days of Activity Cost(INR)
Sunrise 2418 150 30 30 1088100
Plan has to be compulsorily be for 30
days duration & edit has to be 30 secs
Plan worked basis 5 spots per day

33. Other Asian Stations in UK
Station Location Format Frequency
ALL FM south Manchester Multicultural 96.9 FM
Angel Radio Havant, Hampshire Over-60s 101.1 FM
Awaz FM Glasgow Asian 107.2 FM
BCB Bradford Multicultural 96.7 FM (now 106.6 FM)
Cross Rhythms City Radio Stoke-on-Trent Christian music 101.8 FM
Desi Radio Southall, west London Punjabi 1602 AM
Radio Faza Nottingham Asian women's station 97.1 FM
Forest of Dean Radio Forest of Dean, Gloucestershire Rural community station 1521 AM, 1503 AM
GTFM Pontypridd, Glamorgan Local talk and music 106.9 FM (now 107.9 FM)
New Style Radio Birmingham Afro-Caribbean talk/music 98.7 FM
Northern Visions Radio Belfast general 100.6 FM (now closed)
Resonance FM central London Artistic community 104.4 FM
Shine FM Banbridge, county Down Christian 106.1 FM
Sheffield Live Sheffield Variety 93.2FM
Sound Radio Hackney, east London Multicultural 1503 AM (now closed)
Takeover Radio Leicester Children's radio 103.2 FM
Wythenshawe FM Wythenshawe, south Manchester Music and local talk 97.2 FM

34. DAB: Digital Audio Broadcasting
 BBC also launched its Asian DAB service.
 Dedicated to Asians the programming is different across different
regions of the UK
 Transmitted through the Sky digital network
 In addition to the above, there are now a variety of stations available on
DAB, and also broadcasting via satellite, including:
 Yaar FM
 Punjab Radio
 Asian Gold
 Apna Radio

35. In cinema Advertising in UK
 UK: The biggest market for For a film where 81% of
Indian films outside India the audience is from an
Asian background. The
 In 2006, Bolywood flicks made audience composition is
to 7 out of the top 10 foreign as follows:
language films
 Asians are big cinema 4-14 21%
consumers: 15-24 26%
 83% of Asians go to the 25-34 25%
cinema, 35+ 27%
 42% of them go once a month Male 46%
or more. Female 54%
ABC1 81%
C2DE 19%

36. Events
 Crowd pullers: Allows a variety of Asian especially Indian
population to come together & interact through a common
platform.
 Popular Events
 Events centered around Bolywood
 Performances by TV & Film Starts

Cultural Festivals centered around festivals like Diwali
 Participating in Wedding expos in Indian dense regions
 Sponsoring & participating in Dandiya Events in USA
 Association with Events like the Zee Carnival can help us get a
lot of mileage. As they have extensive media to promote the
event.

37. Recommendations
 As in US TV will play the major role in creating reach.
 Zee TV will be the primary channel
 Regional can be catered by scheduling spots on Sun & Gemini
 Events can play a major role in the UK due to higher
concentration of NRI Population within a smaller
geographical spread.
 In Cinema activity will help boost brand recall.
 Radio not a very optimal medium due to High costs

38. Canada
 Demographics
Nationality Population %age Approx
Total 32987532 100 3.3 Cr
Indians 713330 2.2 7 Lacs
2.2% of the Population constitutes Indians
Areas of Concentration
Calgary ; Edmonton ; Montreal; British Columbia (Vancouver); Lower
Mainland ; Southern Ontario ; Toronto

39. TV Channels in Canada
(Total 27)
Channel / Network Bouquet of Channels Penetration Feed / Rate per 10 secs
Zee Network Zee TV, Zee Cinema, ETC Zee TV – 1.05 Lacs Same Feed for US
Punjabi, Zee Gujarati, Canada & the Carribean
Rs.1937/-
Sony Set Max, Set Asia Set Asia,
Star Network Star Plus, Star News, Star Separate Beams
One
B4U Music & Movies B4U Music, B4U Movies Same feed for US &
Cananda
Jaya TV
Kairali TV
Sahara One
Tamil One
NDTV 24x7
Sun TV Same feed as in India.
Scheduling to be done to
Gemini TV
catch viewers in different
Asianet Asianet Plus, Asianet t markets
News

40. GULF
Demographics
Asian Expats form the most sizeable ethnic group
Expatriates break-up
100% 4 3 3 1
5 4 4
75%
58
67
65
66
81
85
83
50%
25%
37
32
32
30
16
12
12
0%
Total Saudi UAE Oman Kuwait Bahrain Qatar
GCC Arabia
Arab Expats Asian Expats Others

41. Asian Expatriates form 24% of GCC Population
Arab Expats
Nationals
11%
64%
Asian
Expats
Others
24%
1%
Asian Expats -70,78,800

42. Indians form the largest chunk with 68% of Asian expat
popln share
Total GCC population MIDDLE EAST MARKET:
29,495,000
68% Indians mostly, &
24% Pakistanis &
Bangladeshis
Total GCC Asian Expat pop –
69% Males
70,78,800
14% Graduates & Post
Graduates
67% 20 – 49 years

43. UAE Asian Channel Study – Zee is the
undisputable No.1
35
33
30
26
25
21
20
Reach %
15 14
15
12 12 12
10
5
0
Star Plus
Sony
ZEE TV
B4U
Ary Digital
Sahara
Zee Arabiya
Zee Cinema

44. Dubai
 Dubai
 Population: 1,422,000 (census 2006)
 UAE Nationals – 17%
 Expat Population – 71%
 51% of expat is Indian
 Labour Population: 16% not categorized by ethnicity
 Internet Subscribers: 1,80,000
 60% internet users are Asian
 Radio is a popular medium
 Popular Stations are:
 Hindi / Urdu
 Pulse FM • Malyalam Radio
 City 1016 FM •Asianet Radio
 Hum FM
 Radio 4 FM •Hit 96.7 FM
•UAQ Radio
•Radio Asia

45. Thank You