DawnNews Internship Report 2010
DawnNews Internship Report 2010
TV
2010
Submitted By:
Muhamamd Ammar Hassan
Internship Report
2010 on DawnNews TV
2006-2-61-5740
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Internship Report
2010 on DawnNews TV
ID Number: 2006-2-61-5740
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Internship Report
2010 on DawnNews TV
Table of Contents
Functions of Department...................................................................pg4
Conclusion.........................................................................................pg13
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2010 on DawnNews TV
Functions of Department:
• Clippers
• Gazebo
• Mirror’s Salon
They also have mobile vans which roam around the entire city to create awareness
at different locations.
While I was interning there, there was a Sunday Bazaar Campaign as well. In which
we had 2 stalls at Sunday Bazaar, totally branded with DawnNews skins and pana
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flex. We went around Sunday Bachat Bazaar and interviewed people and gave them
our freebies; Key-chains, mugs, pens, cubes, etc.
The above mentioned functions are related to the corporate objectives in this way that they are
carried out to increase brand awareness amongst the masses. As we know DawnNews is watched
by a particular class (elite class of society). The management wants to reach the entire society
and increase its viewership. Therefore they carry out research, survey, BTL activities, promote
its documentaries and organize and manage events just to inform the masses that DawnNews is
just not about News. The Law of Publicity and the Law of Advertising go side by side. In order
to gain publicity in the market you need to create hype about your brand in the market and by
organizing DawnNews CSR activities and events, they try to create that hype and try to occupy a
particular position in viewers mind that further results in brand loyalty.
Apart from that I was looking after the branding at the events. During my internship,
branding at following events was taken care of:
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Internship Report
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I have been responsible for the direct selling activity arranged for the publicity of DawnNews
8se11 Urdu transmission. The activity was a 10 day assignment based on visiting 10 different
areas of Karachi to promote Dawn News Urdu transmission. I managed the volunteer arranged
from schools like beacon house and bay view and worked by myself too in the activity. A 10 day
extensive report was submitted which was checked by CEO of Dawn News Mr. Shaqeel.
After that i managed the campaign of rickshaw branding, The idea was to promote Dawn News
Urdu transmission among the masses, I formulized and implemented the rickhshaw branding
campaign and visited areas like golimaar, lasbela, kharadar, sadar, baldia town, gulshan and
many others to manage the activity.
I was then involved in the process of mall branding, I visted dolmen mall and searched for
branding options in the mall, After that I submitted a report on Mall branding suggesting
different opportunities for branding in Dolmen Mall with the budget estimates involving the
company vendor.
I was also given the opportunity to show my skill to sort out media partnerships. I formulized
different proposals for LUMS Olympiad and WIBCON `10 during negotiation for getting Media
partnership.
I also did telemarketing for the 1st week and submitted the telemarketing reports, I Also
submitted the reports analyzing questionnaires that we got filled during different Dawn News
Event. I was also a part of a Distribution survey that Dawn News carried out to know the
availability of Dawn News in different areas. I was responsible with other interns in managing
the contest of Dawn News 8se11 Urdu transmission, selecting winners from the list, informing
the winners, making the pay orders for winners and confirmation of the delivery were some of
the step during this task. I was the first intern to make this trend of submitting the “hand over
report” to the marketing head for the facilitation of the coming intern which was appreciated by
the management.
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Internship Report
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The Dawn Media Network launched DawnNews, which is said to be Pakistan’s first English
language news and current affairs television channel, with an aim to provide its viewers with a
medium that is responsible, credible and balanced.
The test transmission of the station occurred in May 25 2007, and the channel went live on July
23, 2007. Over past three years the channel has established its fame being the most credible
voice in the murky pool of electronic media, in Pakistan. Probably, the most talented and
hardworking journalists of present time have been associated with the channel since the
beginning. Some of them left to pursue their career in the same profession. Nonetheless, with
superb hard-work and dedication they converted the dream into a reality.
DawnNews has broken a number of big stories. It was DawnNews which exclusively
broadcasted the footage of the assassin of former Prime Minister Benazir Bhutto. It was
DawnNews that got official confirmation from Pakistan that lone surviving gunman of Mumbai
terror attacks – Ajmal Kasab – was a Pakistani.
Besides, DawnNews has covered major events including Lal Masjid operation, lawyers’
movement, military operations in tribal areas and 2008 general elections. Most of the time, the
channel beat its rivals despite limited resources.
DawnNews transmission is watched in all urban areas of Pakistan. It also has access to the rural
population, wherever the cable reaches. DawnNews is in agreement with a few satellite TV
channels and can be watched in the US, Europe, Middle East and Africa. But these all things
were not enough for a channel to compete with big Urdu giants: GEO TV, EXPRESS NEWS,
AAJ NEWS, DUNIYA TV, etc.
For a country like Pakistan, where literacy is defined as a person who can read and write English,
according to the latest census report literacy rate is said to be 39%. People’s first priority is an
Urdu channel. English Channel is a preference of a particular elite class segment. Therefore
DawnNews is struggling hard to increase its market share in terms of TRP’s. The viewership is
going down day by day when compared to the big media giants.
The following table shows share of Media channels, express as a percentage. GEO News has
highest market viewership, where
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Internship Report
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DawnNews will now focus on masses rather than just being limited to a particular segment of
elite class. Though this niche market contributed a lot towards market share, but that wasn’t
enough to combat with competition. Therefore DawnNews planned to launch Urdu transmission
from 8pm-11pm.
Question: How will the masses be informed about DawnNews Urdu 8pm-11pm transmission
time slot?
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Several issues and alternatives were presented at the meeting. Everyone proposed their own ideas
and thoughts. After a brainstorming session, following things came forward:
Big hoardings, banners, posters on walls, rickshaws, cars, etc will be put up all over the
Pakistan in most crowded areas where visibility index is high.
8 Bolan vans will be branded with vinyl stickers pasted, displaying 8pm-11pm Urdu
shows and anchors, which will roam around in metropolitan cities of Pakistan.
Awareness activities in flats, apartments, shopping plazas, malls, etc will be carried out.
(explained in detail of how DawnNews will go about this activity after these following
points)
I Submitted this activity plan to increase awareness of DawnNews Urdu transmission of 8pm-
11pm, by visiting apartments/buildings/shopping plazas/crowded areas/etc in various areas of
Karachi, Lahore, Rawalpindi and Islamabad and interacting with individuals and families.
Plan of Action:
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Pana flexes
Promotional Material:
Contest Flyer (Flyers for promotion of the contest having its details, quantity: 5,000)
Research Survey:
During this activity we will also make our audience fill our questionnaire which will give us a
viewer insight about our programs and what they want to see more in our 8 se 11 transmission.
To increase the scale, intensity and reach of informing our audience of the activity, a cameraman
and a reporter will be around the point of activity to take views and suggestions of residents and
individuals regarding DawnNews Urdu transmission. Later their views/suggestions will be on air
all day long as a 5 minute spot. Like this they will be motivated to watch DawnNews and see
themselves.
CONCLUSION
In my opinion, I think going for Urdu Transmission for 3 hours in an English channel doesn’t
seem to be a good decision. If DawnNews will broadcast Urdu transmission in their English
channel, their brand image can be distorted and damaged because in viewers mind DawnNews is
portrayed as the first English media channel.
This step will create confusions in people mind about DawnNews brand personality and brand
identification. People will be confused whether it is an Urdu channel or an English channel. Why
I am saying this is because while I was conducting awareness research survey, many people
asked me this question. They said that DawnNews claims to be the first English Channel, then
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why is it planning to show Urdu transmission within the same channel? Even other media
channels made fun out of it in newspapers and on air.
In my point of view they should start another channel as Dawn Urdu. I know there are a lot of
costs and expenses involved in doing that, but it will save their brand image, or they can even
give it some other name, having DawnNews as a parent brand. This move is said to be a flanker
brand (a small brand not so popular, but serve as a tough competitor to other big giants).
When a channel, individual, product, etc possesses two different personalities, qualities and
features then in long run they cannot concentrate on their core value. They are confused on
which one to focus and it results in a failure. They should try to concentrate and narrow their
focus on their strengths and on one particular characteristic. This is called as Law of
Concentration in branding.
These are my assumptions. I am not saying that the move made by top management of 3 hours
Dawn Urdu transmission is a wrong move and will result in a failure, because I know that
DawnNews TV is said to have the most efficient human resource in terms of ideas, innovation,
creativity and management. They would have thought about it before whatever I am thinking, but
for me it doesn’t seem to be a nice and sound decision
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