Abstract
This case focuses on the positioning strategy development for a new regional television channel of Maledia Broadcasting Network (MBN), a venture of the Kerala-based media group from India, Model Publication Trust. It also introduces the concept of perceptual maps for brand positioning and addresses brand extension. In 2011, MBN prepared to launch a Malayalam news channel. Samjad, Deputy CEO of the new company, faced the challenge of determining the channel’s positioning strategy. This task involved not only differentiation but also redefining competition in India’s dynamic and competitive broadcasting industry. The decision would impact marketing aspects such as the brand name and channel identity. This case offers opportunities to explore qualitative aspects of audience behaviour beyond competitive data, helping marketing students gain insights and analyse the competitive landscape in the industry to make strategic marketing decisions.
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