Pricing in COLORS channel : Group No. 3

               Pricing in Entertainment Industry

Channel Chosen: COLORS (VIACOM 18)

Steps in Setting Price:

1) Select the price objective:

  i) To maximize the overall profit and the profitability from a given time period
 ii) To maximize the TRP for all TV programs

iii) To commence and maintain TV serials,then provide a competitive advantage ove other TV channels and maintain it.


2) Determine Demand:

  i) The relative market share of channel in terms of advertising revenues.
 ii) Keep a check on TRPs through consistent monitoring,starting new TV programmes to boost it
iii) Provide a channel as a low cost package to cable operators.


3) Estimate Cost:

i) The cost of running the TV show which becomes the prime show or identity of the channel.
ii) Cost of bringing in the celebrity or prize money to be given away in that show

4) Analyze Competitor's Price mix:

i) The competitors price mix follows the similar pricing method followed by us i.e pricing based on demand, inventory.
ii) Perfect competition environment

5) Select Pricing method:

The pricing method followed by COLORS as of now is Cost Plus Pricing and another followed is Time Based pricing.

6) Select Final Price:

The pricing technique used by television industry is Cost plus pricing. Here the price is dependent on demand. Here the channel adds a percentage to cost as profit margin to come to their final pricing decisions.

 Posted by:
 Anoop Shet-62
Kumar Anupam-63
Rahul Hedau-73

Amit Sharma-80
Bhuvan Arya-88
Aditya Sinha-121
Deepak Khuntwal-248