The Indian Television Reality Programmes Kaun Banega Crorepati Media Essay

The Indian Television realness Programmes Kaun Banega Crorepati Media EssayIn India, earth draws hordeed by celebrities assimilate de mathematical function salient execution st come outgy to give a port water the try out supremacyful, where top Indian celebrities troops different human salmagundi shows apart from endorsing several stains. This research write up has tried to find come forward the factors which bushel people choice towards different naturalism show. Later by taking one very habitual Indian verity show Kaun Banega Crorepati efforts tolerate been made to rede that among both stalwarts of Indian celluloid world Amitabh Bachchan and Shahrukh khan who is the better host of the show and why? Q scar technique has been utilizationd to run into the same. Focus pigeonholing discussion containing people from different demographic versatile was conducted to understand the primer of variation in attestantship of this show from 2000 to 2012.Further this research dissolve be treated as a base for glory selection for hosting a ingenuousness show or brand second gear by producer/directors/marketers advertising agency.IntroductionIndia is one country, which is f ben to idolize the stars of the celluloid world.Therefore, it comprises tremendous champion for a TV show/ macrocosm show to engage a laurels for its hosting. In India, on that point is an exponential potential for a credit hosted event to be perceived as genuinely germane(predicate) and entertaining, thereby motivating viewing audience to come for coning it. The impact of the repute on a viewer depends upon the likability of viewer regarding the celebrity. Some celebrities have a huge fan following thats why they argon able to attract more people for their respective show/s, ultimately increasing the viewership of that TV show/ earth show.21stcentury has witnessed the advent development of a lot of technologies. ascribable to the advent of technology, it becomes easier for people to take the advantage of the same. The part of tv set as a media is increasing day by day. These days we can see a lot of people opting for DTH, therefore, now we dont have to rely on the cable to see the programmes on video. Due to this the viewership of people has increased to a greater extent.There was a time when people enjoyed watching spectral serials, educational programmes, movies songs which provided entertainment. However, the meaning of entertainment seems to have diverged and now a day reality shows have become the flavor of sm wholly screen. The small screen has been flooded with reality shows, namely X Factor, Just Dance, teensy-weensy Champs, MTV Roadies,Emotional Atyachar, Ratan Ka Rishta,Comedyka maha mukabala, MTV Stunt Mania, Kaun Banega Crorepati, etc. and the list goes on. Moreover, near(prenominal) of the reality shows have been hosted by one celebrity or other. The basic assumption behind celebrity hosting the reality show i s that the respect associated with the celebrity is transferred to the brand of the reality show and therefore helps to create an image that can be tardily referred by viewer. Henceforth, by association of celebrity with the reality show can very quickly manifest the credibility, get immediate recognition and improved viewership. However, there are so many risks associated with such celebrity hosts. The viewership could slide down drastically just as quickly as it moved up the viewers mind due to round problem in celebrity image, career graph etc. literature Review(Khatri, July-Dec. 2006) has opined that the celebrity arcsecond does not itself guarantee sales. It can create a buzz and make a consumer feel better about the return, which in turn has to come to expectation of customers as a real star by delivering the promise. (Ibrahim, 2010) observed that victimisation celebrity where the measurable results of such high terms strategy do not justify the amount of money that co mpanies spend on utilizing celebrities. The allocated budget for using celebrities take to be reallocated in other merchandise areas such as marketing research and marketing insights to understand customers needs in more details. (Datta, 2010) has concluded that there are lots of challenges involved in finding the amend celebrity barrack with product or service. Further, he opined that for the success of celebrity endorsement right fit between celebrity and band endorsed is must. (S.K.Dube, 2011) has observed that in India now a day, the use of celebrity endorsement/advertising for companies has become a trend and a perceived as lovely formula of corporate brand equity building and products/ services marketing. The use of celebrity for brand onward motion is increasing day by day but it cannot be treated as an assured strategical tool to enhance market share, demand of the product or even profit because it mainly depends upon suitability of celebrity with a product and brand as well. (Kineta Hung, 2011) from a survey involving 1,030 answerers has frame that consumer celebrity righteousness is a significant antecedent to endorser effects over-endorsement by a celebrity is an important moderator and this specimen is robust across field similar sports and entertainment celebrities. (Gouranga, 2011) concluded that celebrity is an important factor of touch on to generate more positioning of interest in the minds of consumers kinda than message and background set up at the time of recall in advertisements. So celebrity acts as an effective component of advertisement to make the advertisements more effective. (Jayant Sonwalkar, 2011) observed that in a country like India, celebrities act as interpret opinion leaders and since alive(predicate)ness levels are low, celebrities play a major role in brand recall. Celebrities are helpful in initiating a desired state need among people. The respondents usually pay solicitude to those advertisements using c elebrity icons. The study conducted by him in any case revealed that to some extent celebrities initiate an action to bargain for that product. (Piligrimien-, 2011) has make up that the sport celebrity can be used when its possible to find a pertain between the product and sport, orwhen the company wants its customers to relate the product with the sport, active and healthy life style. (Ogunsiji, 2012) has pointed out that Global brand endorsements demand a global brand management team. Thus regional and world-wide organization is in place to maintain brand leadership through proper effective celebrity endorsements. So, companies with large brand portfolios need to have separate managers for apiece brand and its promotion.Aim and objective of the study In this fast changing world, viewers preferences towards reality shows are increasing and they are finding these reality shows as a cracking source of entertainment. Most of the reality television programmes are getting good re sponse due to their respective hosts. How much an effective a particular host is? Does the response of viewers vary due to change of celebrity host? Is the reputation of the host is matching with the character of television programme which is being hosted by respective celebrity? This study can help the sponsors and producers of programmes to choose an countenance host for their reality show. Further, this study can help in enhancing the viewership of reality programme.Objectives of the study1. To pick out the factors touch consumer preference towards Indian reality shows2. To study the ground of variation of viewership in program Kaun Banega Crorpati between stratum 2000 to 20113. To study the compatibility of host genius (Amitabh Bachchan Shahrukh Khan) with respect to Kaun Banega CrorpatiNeed of the StudyReality shows has become important part and parcel of the peoples life. Presently, we can see that Indian television channels are flooded with reality shows. Now, most of the channels which want more TRP are coming up with a new reality show. competitor in this field has also increased manifold. So, producers of the reality shows are looking to hire super stars for hosting their shows. Producers are spending millions of rupees on hosts.Different people have different perceptions regarding the celebrity hosts. Some people business leader enjoy seeing a particular host in a reality show, but some people do not like that host. Every celebrity has his/her own personality. A marketer needs to know that whether the hosts personality is matching to the personality of the program he is hosting or not?This research can help the marketer to know that what kind of host would be inhibit for his show. If the marketer can make the right choice in selecting the host for his programme, he can beat the rivalry and can hand higher TRP for his/her reality programme.Scope of the StudyThe scope of study is confined to Indian reality programs and selective informatio n has been collected from people residing in Jalandhar and Phagwara region of Punjab. In this study, researchers have taken one of the most touristy Indian reality show Kaun Banega Crorepati. This study has tried to find the factors which affect the viewers preference towards Indian reality shows. Further, researchers have tried to find the reason of variation in viewership of Kaun Banega Crorepati from 2000 to 2011.Research Design In this study, by and large descriptive research design has been followed. Researchers have tried to discover the insights that how the host personality is affecting the viewers preferences towards the Indian reality shows. Survey method with the help of structured questionnaire has been used for the information collection and the information collected has been analysed quantitatively, which also qualifies that the research design of the study is descriptive in nature. Researchers have also tried to find out the various reasons of variation in viewersh ip for this researchers have conducted one boil down collection discussion to find out the aforesaid objective. So, the research design is also exploratory in nature to some extent. sampling DesignTarget Population People residing in Jalandhar and Phagwara, who watch Indian reality show like Kaun Banega CrorepatiSampling Technique In this research, Convenience sampling has been used. This is a typeface of Non Probabilistic sampling. As everyone dont watch reality programme like KBC, so sole(prenominal) those people have been surveyed who watch these programmes.Sample Size and information collection In this research, Sample size of ccc respondents from Jalandhar and Phagwara urban center of Punjab region has been collected. Researchers have used structured questionnaire for this purpose. In the questionnaire, cinque point Likert scale has been used to account the attitude of respondents. Few dichotomous questions have also been used to understand respondents behavioral patte rn.A instruction group of 11 people consisting different age group and occupation was conducted to find out the reason of variation in viewership of KBC during 2000 to 2012. Secondary data has been collected from Internet, books, periodicals, magazines etc.Time period of information The data is collected in between the time frame of month January 2012 to June 2012 across Phagwara city and Jalandhar city and its suburbs. aviate testing Researchers have done pilot testing by using convenience sampling technique. A prototype of 35 was taken for this purpose. A questionnaire containing Likert Scale was instrumented for this purpose. Reliability testing for the pilot survey was decently with Cronbachs Alpha 0.697. Some necessary changes as per requirement were made in the questionnaire later conducting pilot survey.Data Analysis Demographic variables like Gender, Age, and Occupation etc. have been used for compose the respondents. Along with it, profiling also has been done on the basis of variables like does respondent watch reality programmes on television, does respondent watch KBC etc. From literature survey, lots of variables have been fix which affect the viewers preference towards Indian reality shows. Factor summary has been used to identify the important factors out of several variables. Apart from this, a Focus group has been conducted to know the reason of variation in viewership of KBC from 2000 to 2012.Brief synopsis of tools used for abstract1. Descriptive Statistics For profiling of the respondents2. Factor Analysis To identify the important factors affecting viewers preference towards Indian reality Show3. Q notice To understand the host compatibility with popular show KBC4. Focus Group To understand the reason of variation in viewership of KBC from 2000 to 2012.Frequency DistributionFrequency distribution of the 300 respondents has been displayed who prefer to watch different reality shows.Chart I Frequency distribution of most favouri te television reality showSource Researchers SurveyOut of 300 respondents, 127 respondents has identified Kaun Banega Crorepati as their most favourite reality show on Indian television channels.Moreover, in response of another question, researchers have also found that all the 300 respondents were aware of Indian television reality show Kaun Banega Crorepati and they have watched it at to the lowest degree once.2. Can you tell the names of celebrities who have hosted the show?Researchers provided different options of celebrities name for this question, in which again all the 300 respondents were able to answer this correctly. Respondents were able to identify both hosts of KBC Amitabh Bachhan and Shahrukh caravanserai.3. Who is the favourite host Amitabh Bachhan or Shahrukh khan for KBC.Chart II Frequency chart of favourite hostSource Researchers surveyResearchers have found out that out of 300 respondents 254 repondents have chosen Amitabh Bachchan as a favourite host only 46 r espondents have chosen Shahrukh Khan as their favourite host.FACTOR ANALYSISFactor digest has been performed to know which are the important factors which affect respondents preference towards watching Indian reality show. Questionnaires were administered to a prototype of 348 respondents, after scrutiny researchers have removed 48 questionnaires due to errors in response. The data based on Likert scale, which was meant for measuring respondents preference was entered into SPSS data sheet. Before applying Factor digest Reliability test was performed and then data was subjected to Factor analysis by using Principal Components Analysis (PCA) method. KMO Value which determines the sample adequacy was found .816 which was highly satisfactory. Varimax rotation for orthogonal factors with Kaiser Normalization was considered to get the % of variance explained for 13 statements in the questionnaire. To find the relevant factors Eigen value of greater than 1 was considered. A table of rev olved Component Matrix has been generated with the help of SPSS and terce factors were derived. Here, Factor loading above 0.50 has been considered for Factor analysis. Then, the factors have been derived based on the statements that have gone into each factor. The list of factors along with the supporting statements has been displayed in display board I.Table I KMO and Bartletts TestKaiser-Meyer-Olkin Measure of Sampling Adequacy..816Bartletts Test of SphericityApprox. Chi-Square1.322E3Df78Sig..000Source SPSS Output of Research StudyKaiser-Meyer-Olkin test is applied to smash out the adequacy of data. Here, it has been found more than 0.816, which is more than desired value of 0.5.Table II Rotated Component MatrixComponent1231.Influence of host personality.079.070.8572.For the sake of experience-.034.445.6623.Just for Enjoyment.326.264.3314.Come on my favourite channel.786.190-.0945.Because of associate influence.856.208-.0326.Family Influence.816.142.1357.Perfect timings.611- .061.4678.Content of the show.054.289.6299.Match with my personality.302.529.26010.Like the way of portraying.359.099.07011.For viewers questions.271.709.15812.Challenge human capabilities.083.854.09413.Platform for common people.150.730.243Source SPSS Output of Research StudyTable III Factor ListChannel, peer family influenceCompetition and Connect with common people troops KnowledgeCome on my favourite channelMatch with my personalityInfluence of host personalityBecause of peer InfluenceFor viewers questionsFor the sake of knowledgeFamily influenceChallenge human capabilitiesContent of the showPerfect timingsPlatform for common peopleSource Researchers SurveyDescription of the factorsFactor 1, refers to, Channel peer and family influence and contributes to 33.978% variance. This factor is described in terms of Favorite channel, peer influence, family influence, and perfect timing of the show telecast.Factor 2, describes the Competition and Connect with common people contribute s to 14.352% variance. This factor refers to Questions for viewers, challenge human capabilities, match with my personality and platform for common people.Factor 3, focuses on Knowledge and content and it contributes to 8.865% variance. This factor includes statements like influence of the host personality, for the sake of knowledge and content of the showFocus Group discussion to find out the reason of variation in viewership of KBCTo find out the reasons in variation of the viewership of reality show KBC, focus group was conducted. In focus group, 11 people from different age group and back ground were selected. briny finding of the focus group has been summarized belowIt was observed during the discussion that, Change in the host of KBC from Amitabh Bachchan to Shahrukh Khan for Kaun Banega Crorepati has a great inverse impact on variation in viewership. During focus group participate people noted saying that Amitabh Bachchans personality matches with the personality of show.Mos t of the people felt that, Kaun Banega Crorpati is a kind of Quiz show where seriousness of the host, proper discipline and intellectuality of the host is required. These all qualities are possessed by Amitabh bachhan, which can be attributed to the success of Amitabh Bachchan as a host of KBC.A lots of other reality shows like Dus Ka Dum, Khatron Ke Khiladi etc. came on silver screen after the intial success of KBC, which also impacted the viewership of KBC. However, most of the Quiz show hosted by other super stars was similar in nature.Four participants of focus group discussion who were female observed that as KBC was coming on Sony television from 9 PM to 10 PM on week days, and a lot of family serials were also being telecasted on different television channels on same time slots. Here, these female participants felt that they preferred watching family serial rather than KBC.Five participants, who were doing jobs, found that KBC show used to come on working days and these peopl e after coming exhausted from office looking for some light entertainment programmes, they were not interested in watching a show where they need to apply their mind.It was also observed that most of the participants were agreeing that voice quality, general personality and matureness of Amitabh bachhan was very good which was lacking in Sahrukh khan as a host of KBC, however later was observed charming and informal.Q score TechniqueApplying the Q score technique to determine the familiarity, popularity and compatibility of two stalwart (Amitabh Bachhan and Shahrukh khan) among Indian celebrities as a host of KBC based on feedback from the respondent of different demographic backgrounds will be very useful and relevant for producers and directors in identifying and selecting the appropriate celebrity as a host of their respective reality shows.Q score to help choose the right celebrity host for reality showQ Score is normally used by marketing firms to select the right celebrity f or endorsing their product/ services and determining the popularity ranking of the celebrities as per the consumers response. The Q score answers the question how appealing and popular is the celebrity among those who do know him or her? Advertisers and advertising agencies can refer to Q rating score of a celebrity for choosing the right celebrity. In this process, respondents are asked to indicate two things first Whether they know (heard / seen) about the selected celebrities? Secondly, if respondents answer yes- then the respondents are being asked to rate the celebrities on a five point Likert scale scale that includes Favourite, Very Good, Good, modal(a) and Poor.Calculating Q ratings- Q rating is deliberate by taking the number of respondents who indicate in questionnaire that a celebrity is FAVOURITE and that number being divided by the number of respondents who indicate that they know (heard/ seen) of that Celebrity.Here, researchers have calculated Q score to check the compatibility of host personality (Amitabh Bachchan Shahrukh Khan) with respect to Kaun Banega Crorpati.Q scores for Amitabh BachchanA= How many people know Amitabh Bachchan as a host for KBC/ Total number of respondentsHere, all 300 respondents were aware about Amitabh Bachchan as a host for KBCSo A= 300/300 = 1B= How many respondents rate Favourite/ total number of respondentsAs, 184 respondents answered favourite Amitabh Bachchan as a host for KBCSo, B=184/300Q Score = B/A= 184/300*100 = 61.3Q scores for Shahrukh KhanA= How many people know Shahrukh khan as a host for KBC/ Total number of respondentsHere all 300 respondents were aware about Shahrukh khan as a host for KBCSo A= 300/300 = 1B= How many respondents rate Favourite/ total number of respondentsAs, 70 respondents answered favourite Shahrukh khan as a host for KBCSo, B=70/300Q Score = B/A= 70/300*100 = 23.3Analysis Based on survey researchers found that Amitabh Bachchan has a Q score of 61.3 Shahrukh Khan has a Q score of 23.3. Generally Q score more than 50 is considered good. This indicates that Amitabh Bachchan is a better host for Kaun Banega Crorepati rather than Shahrukh khan.Summary of research findingsCompatibility of host personality with the reality show is one of the most important factor for the success of reality show. Apart from compatibility show timing, nature of show, content of the show also contributes towards success of the show.Factor analysis concluded that Channel peer and family, competition connect with common people and knowledge content are the important factors which affects viewers preference towards watching reality show.Through Focus group, it was found that as a host of KBC, overall personality and matureness of Amitabh Bachchan was very good which was lacking in Sahrukh khan as a host of KBC, however later was observed charming and informal. This is one of the main reasons of the success of Amitabh Bachhan as a KBC host.Based on focus group, researchers came to conclusion that the reasons of variation in viewership of KBC between 2000 to 2012 are timings of the show, change of host of show, coming up of new reality shows, the content of the show is same from last five gruntles which has created a boredom, increase in the number of channels etc.Based on Q score analysis survey researchers found out that Amitabh Bachchan has a Q score of 61.3 Shahrukh Khan has a Q score of 23.3. This indicates that Amitabh Bachchan is more popular host for Kaun Banega Crorepati rather than Shahrukh khan as per respondents.ConclusionAfter conducting this research, it can be concluded that competition connect with common people, Channel, peer family influence and Knowledge content are three important factors which affect the viewers preferences towards Indian reality shows. Apart from the fact that KBC is being hosted by Amitabh Bachchan, reality show like KBC has become popular due to the reason that it is a platform for common people which also increas es the knowledge of the audience. Researchers also concluded that the reasons of variation in viewership are primarily due to the timings of the show which was not appropriate since the show was earlier telecasted in a time slot of 9 PM-10 PM. Moreover, this time slot was also commonly used by many channels to telecast their best performing programme. People were in a habit of watching Amitabn Bchchan in the KBC as a host, but in the third season Shahrukh Khan came into picture and the TRP of the show fell drastically. Most of the people perceive Amitabh Bachchans personality to best match with the show and change in the host personality resulted in sharp decline in viewership. practicable ImplicationsThis research will go a long way in helping the advertising agency, directors producers of reality show who can make this research a basis in selection of the right celebrity for endorsement and celebrity as host for reality shows. Moreover, this research shall also work as a referenc e for further academic research in this area.Limitation of the ResearchAlthough, this research has achieved its objectives, there are some unavoidable limitations. First, due to time constraints, small sample size of 300 has been chosen. However, for generalizing the results, larger sample could have been better. For Factor analysis, randomly chosen respondents would have been better choice but as tribe of area where research has been conducted is on larger side, so listing of the population becomes cumbersome task. In profit researchers have moderated and noted the finding of focus group discussion themselves, some amount of subjectivity cannot be ruled out.Future ResearchThe scope of this research study may be further heighten by incorporating different reality show in the research. This research can also be elongate further for deciding celebrity for endorsement purpose.