Comparison of PTV & Geo Positioning
PTV news aims to be service focused (Lovelock, 2005) in its strategy. Its news channel offers a narrow range of services/programs such as news bulletins, talk shows, documentaries and live events update etc. The market to which the services are offered are broad and diverse, however mostly the adults and people from an older age bracket make PTV a preference. * Segmentation and Target Market
In a highly competitive industry like that of the television industry there is a great risk that customers will perceive little difference between the brands and make their decisions randomly. For this reason the TV channels need to position themselves rightly in order to avoid losing their market share. A positioning strategy is concerned with maintaining long term relationships with the audience. In this regard, PTV has a distinct advantage since it has been the prime source of entertainment since the creation of Pakistan. PTV news is viewed as a ‘channel for oldies’. The prime reason being the kind of programs it airs on the channel. From the morning show to the hourly news bulletin, the channel is all about dull colors and quiet environment which is mostly preferred by people from older age segment. The biggest viewer ship that PTV gets is still from its 9 o clock khabarnama which is watched by almost every household even today. The reason being that the 9 0 clock khabarnama is being aired since 1947 and the Pakistani public is habitual of watching the 9 0 clock news daily, especially the people from an older age bracket.All the news bulletins after 6.00 p.m. are being aired on the national network which is also beamed through satellite to more than 38 countries. Regional language bulletin in Punjabi from Lahore, Sindhi from Karachi, Pushto and Hindko from Peshawar and balochi, brahvi and pushto are telecasted from centres to enable people of the relevant areas to see watch PTV news bulletin in their own language. The...
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