Television Eighteen India Ltd (TV 18) SWOT Analysis, USP & Competitors

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SWOT Analysis of Television Eighteen India Ltd (TV 18) with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Television Eighteen India Ltd

Parent Company

Network 18


Broadcasting & Cables


Media and Entertainment

Tagline/ Slogan

CNBC TV18 – First in business worldwide;

CNBC AAWAAZ – The voice of Indian consumer


TV 18 news channel broadcasts insight, in depth analysis and market coverage of news creating an edge over other broadcasting channels. Also, it made several direct and indirect strategic investments in internet business through its subsidiary Web 18 and E-18.



TV News viewers who uses Cable TV  and Internet

Target Group

Upper and middle section of the society in semi-urban and urban areas of tier-1 and teir-2 cities


Full-fledged Indian broadcaster with properties like CNBC-TV18 and CNBC-Awaaz along with two regular revenue streams – ‘commercial advertising’ and ‘cable subscriptions’

SWOT Analysis


1. Integrated broadcast infrastructure

2. The Company has won the Asian TV Awards for two years running

3. Company has instituted various ESOP Schemes for rewarding the hard work and dedication put in by its employees and also, to attract new talent

4. Company is the first independent production company contracted by BBC World to produce a weekly business news programme - India Business Report

5. One of the first TV companies in the country to have 2 full-fledged production bases in the country

6. Company set up a wholly owned subsidiary in Mauritius viz. Television Eighteen Mauritius Limited

7. The group has expanded into print with Infomedia18

8. Runs several portals that caters to various segments of web users

9. TV18 also operates a joint venture with Viacom, called Viacom18, which houses a portfolio of popular entertainment channels


1. Suspension of trading in equity shares

2. Technology hazards cause a threat in function of the entire network

3. Risk from a potential stock market downturn


1. Makes efforts towards research and developmental activities

2. Use the synergy of its existing business operations to launch a web portal for a range of information and services

3. Engage in generation of programming content for TV channels

4. Versatile programme mix like business news, entertainment news, popular non-fiction programming including chat shows, music shows, game shows and prime time drama

5. Use internet as a medium

6. Improve the quality and productivity of its programmes

7. Set up a dedicated in-house marketing and sales team for the channel


1. Penetration of internet still remains low

2. Large number of television channels could reduce the current viewer-ship levels

3. Introduction of new business channels like ET NOW. This is leading to loss of number of key staffs from CNBC.

4. Management is getting complex with more expansion

5. High Entertainment tax also affects the revenue to some extent

6. Political and legislative effects

7. New technologies, services and creative ideas adopted by the competitors



1. Zee Entertainment

2. Eros International Media

3. Inox Leisure Ltd

4. Koffee Break Pictures Ltd


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