Description
Over the last few years, there have been discussions on the Indian entertainment industry being on the verge of take-off, powered by new delivery platforms and technological breakthroughs, increasing content variety and favorable regulatory initiatives.
Contents
CHAPTER 1.......................................................................................................................2
Introduction of Entertainment and Media Industry..................................................2
1.1 Television.....................................................................................................................11
1.2 Films............................................................................................................................12
1.3 Radio............................................................................................................................13
CHAPTER 2.....................................................................................................................17
Introduction of Broadcast Media...............................................................................17
Evolution............................................................................................................................22
CHAPTER 3.....................................................................................................................25
Introduction of Reality Shos....................................................................................25
Introduction- reality shows................................................................................................26
Reality shows in india........................................................................................................3
Features..............................................................................................................................37
Ty!es o" reality shows.......................................................................................................3#
$hannel wise reality shows...............................................................................................%1
Im!acts o" Reality T& on &iewers'...................................................................................%5
Im!acts o" Reality T& on (artici!ants'..............................................................................%5
CHAPTER !.....................................................................................................................%7
Research Methodolo"y................................................................................................%7
%.1 Research o)*ective.......................................................................................................%#
%.2 Research desi+n...........................................................................................................%#
%.3 ,ources o" data.............................................................................................................%-
%.% ,am!le desi+n..............................................................................................................5
%.5 .imitations o" the study...............................................................................................51
%.6 /y!othesis o" the study...............................................................................................51
CHAPTER #.....................................................................................................................5%
Research Analysis........................................................................................................5%
5.1 0ra!hical analysis........................................................................................................55
5.2 1ata analysis................................................................................................................6%
5.2.1. R234 5ET/61................................................................................................6%
5.2.2 $hi-s7uare tests.....................................................................................................66
5.2.3 T 8 tests.................................................................................................................#%
5.2.%. Factor analysis.....................................................................................................#6
236&2 TE,T...................................................................................................................-2
CHAPTER $...................................................................................................................11
%indin"s and Su""estions..........................................................................................11
6. 1 2wareness o" r eal i t y shows ...............................................................................12
6. 2 Fre7uently wat ch o" r eal i t y shows .................................................................13
6. 3 5a* or Fi ndi n+s )y t he Resear cher .............................................................1%
CHAPTER &...................................................................................................................17
Conclusion..................................................................................................................17
Bi'lio"ra(hy...................................................................................................................1-
- 1 -
CHAPTER 1
Introduction of Entertainment and Media
Industry
- 2 -
6ver t he l ast " ew year s9 t her e have )een di scussi ons on t he
I ndi an ent er t ai nment i ndust r y )ei n+ on t he ver+e o" t a:e- o""9 !ower ed
)y new del i ver y !l at " or ms and t echnol o+i cal )r ea:t hr ou+hs9 i ncr easi n+
cont ent var i et y and " avor a)l e r e+ul at or y i ni t i at i ves. Thi s i s e;!ect ed
t o t r ans" or m t he ent er t ai nment l andsca!e9 wi t h mor e !l ayer s ent er i n+
and t r adi t i onal !l ayer s )ei n+ " or ced t o ada!t or !er i sh. 6ne can
al r eady wi t ness chan+es t hat have t he !ot ent i al t o al t er t he i ndust r y
st r uct ur e.
)e deli*ery (latforms and technolo"ical 'rea+throu"hs,
I ncr easi n+ !enet r at i on o" new del i ver y !l at " or ms i s one o" t he :ey
dr i ver s o" t he medi a and ent er t ai nment i ndust r y t oday9 t hat has t he
!ot ent i al t o chan+e t he way !eo!l e r ecei ve cont ent . These !l at " or ms9
r esul t i n+ " r om " undament al t echnol o+i cal
e9 t el evi si on has )een t he mai n dr i ver " or t he i ndust r y? s +r owt h9
cont r i )ut i n+ 62 !er cent o" t he over al l i ndust r y? s +r owt h. Fi l ms
cont r i )ut ed anot her 27 !er cent 9 whi l e ot her se+ment s l i :e musi c9
r adi o9 l i ve ent er t ai nment and i nt er act i ve +ami n+ const i t ut e t he )al ance
11 !er cent .
.roth of the entertainment industry,
- 5 -
(r o!el l ed )y i nnovat i on acr oss i t s val ue chai n and a ser i es o"
ena)l i n+ r e+ul at or y act i ons9 t he ent er t ai nment i ndust r y i s e;!ect ed t o
+r ow annual l y at al most 1# !er cent t o r each ar ound I3R 5## )i l l i on )y
21. /owever9 even wi t h such +r owt h9 i t coul d )e * ust scr at chi n+ t he
sur " ace o" t he I ndi an mar :et ? s t r ue !ot ent i al .
Reachi n+ t hi s t ar+et ed +r owt h r at e wi l l not )e eas y " or t he
sect or. Tel evi si on sect or has wi t nessed a si +ni " i cant )i t o"
t r ans!ar ency9 !r ocess or i ent at i on and di sci !l i ne9 e;ce!t " or t he l ast -
mi l e whi ch i s com!l et el y " r a+ment ed. The " i l m sect or9 on t he ot her
hand9 st i l l r emai ns r el at i vel y o!a7ue and !er sona- dr i ven. 6ver t he !ast
" ew year s9 t he " i l m i ndust r y has made some !r o+r ess i n +et t i n+
i nst i t ut i onal and cor !or at i >ed " undi n+. /owever9 t he !r o+r ess on t hi s
" r ont has not )een as dr amat i c as had )een e;!ect ed when t he
i nst i t ut i onal " undi n+ nor ms " or " i l ms wer e r el a;ed a " ew year s a+o.
Even t hou+h di ""er ent sour ces unani mousl y a+r ee t hat t he
ent er t ai nment i ndust r y i s a sunr i se sect or9 i t has seen no ma* or " und-
r ai si n+ e""or t s9 a!ar t " r om t el evi si on cont ent and )r oadcast i n+ wher e
t he i m!act o" !r o" essi onal i sm and or+ani >ed " i nanci n+ i s evi dent .
The industry "roth dri*ers,
6ver t he !ast decade9 I ndi a has )een t he second " ast est +r owi n+
economy i n t he wor l d. I n 2%9 i t +r ew )y #. 2 !er cent 9 )r eachi n+ t he
!sychol o+i cal # !er cent )ar r i er " or t he " i r st t i me. I n t er ms o"
!ur chasi n+ !ower !ar i t y9 i t i s al r eady t he " our t h l ar+est economy i n t he
wor l d. 5ost ma* or +l o)al com!ani es ar e o" t he o!i ni on t hat i t wi l l
)ecome a :ey mar :et i n t he year s t o come. 2s t he I ndi an economy
cont i nues +r owi n+9 t he I ndi an mi ddl e cl ass wi l l al so e;!and
si +ni " i cant l y. $om!ar ed t o ot her nat i ons9 t he 3 mi l l i on st r on+ I ndi an
5i ddl e cl ass al l ocat es a hi +her !er cent a+e o" i t s mont hl y e;!endi t ur e
on ent er t ai nment . The i ncr easi n+ consumer i sm o" mi ddl e- cl ass I ndi a i s
- 6 -
seen " r om t he shar ! +r owt h i n t he sal es " or var i ous !r oduct s l i :e
aut omo)i l es9 col or t el evi si on set s and mo)i l e !hones and t he
)ur+eoni n+ i ncr ease i n cr edi t car ds and !er sonal l oans. Ther e i s an
i ncr ease i n t he di r ect consumer s!ends on ent er t ai nment and
adver t i si n+ r evenues have al so )een on t he r i se. @it h t he aver a+e
I ndi an +et t i n+ youn+er9 and hence mor e l i :el y t o s!end on
nonessent i al s9 t he ent er t ai nment i ndust r y has t he !ot ent i al t o +r ow
e;!l osi vel y i n t he " ut ur e.
The forthcomin" metamor(hosis,
The ent er t ai nment i ndust r y i s now at an i n" l ect i on !oi nt . The
ear l i er !hase o" +r owt h has r un i t s cour se. 3ow t he i ndust r y i s r eady
t o ent er a second st a+e o" +r owt h !ower ed )y t he t wi n en+i nes o"
t echnol o+y A avai l a)i l i t y o" 7ual i t y i n" r ast r uct ur e and t he accel er at ed
- 7 -
!enet r at i on o" di +i t al connect i vi t yB and an ena)l i n+ r e+ul at or y
envi r onment .
A (anoramic *ie,
The comi n+ o" a+e o" t he t el evi si on sect or has )een t he !r i mar y
dr i ver o" t he +r owt h t hat t he ent er t ai nment i ndust r y has seen over t he
l ast decade. The !r i vat e sect or ent er !r i se seen acr oss t he t el evi si on
val ue chai n i n t he ni net i es dr ove t he sect or t o newer hei +ht s. I t i s now
t he most i m!or t ant com!onent o" t he ent er t ai nment i ndust r y9
cont r i )ut i n+ over 6 !er cent o" i t s r evenues. I t i s e;!ect ed t o cont i nue
!ower i n+ t he i ndust r y i n t he di +i t al er a9 t hr ou+h var i ous i nnovat i ons
l i :e 1T/9 i nt er act i ve t el evi si on9 et c. Thou+h i n r evenue t er ms9 " i l ms
cont r i )ut e * ust 27 !er cent o" t he ent er t ai nment i ndust r y9 i t s vi si )i l i t y
and i m!act i s much mor e t han t hi s " i +ur e su++est s. I t i s al so a ma* or
dr i ver " or ot her sect or s l i :e musi c9 l i ve ent er t ai nment and t el evi si on.
I t was accor ded t he st at us o" an i ndust r y i n 2. ,i nce t hen9 some
!r o+r ess has )een made i n devel o!i n+ t r ans!ar ency and
!r o" essi onal i sm i n t hi s sect or .
5usi c9 r adi o and ot her emer+i n+ se+ment s l i :e ani mat i on9
i nt er act i ve +ami n+ and l i ve ent er t ai nment t o+et her account " or
r emai ni n+ 12- 13 !er cent o" ent er t ai nment r evenue.
- # -
(i r acy and r evenue l osses at t he l ast - mi l e ar e t he )ane o" t he
ent er t ai nment i ndust r y. They !r event t he r i +ht " ul owner s o" t he cont ent
" r om r eal i >i n+ i t s " ul l val ue. 2l l sect or s o" t he i ndust r y9 e;ce!t r adi o9
su""er " r om t hese t wi n !r edi cament s i n some way or t he ot her.
$ur r ent l y9 such l osses ar e est i mat ed at I3R %. 3 )i l l i on9 whi ch amount s
t o over % !er cent o" t he i ndust r y? s t ot al r evenues. @hi l e such l osses
ar e e;!ect ed t o cont i nue " or anot her t wo t o t hr ee year s9 a r ever sal i s
e;!ect ed event ual l y as a r esul t o" a com)i nat i on o" a t echnol o+y !ush
A wi t h a wi de r e!er t oi r e o" " i l m and musi c )ecomi n+ avai l a)l e t hr ou+h
a var i et y o" l e+i t i mat e and conveni ent !l at " or ms and o!t i onsB and a
demand !ul l Awi t h i ncr eased i nt er net !enet r at i on and t he advent o"
)r oad)andB .
Porter/s %i*e %orces Analysis of Entertainment Industry
Bar"ai ni n" Poer of Consumer 0 Hi "h1
? $onsumer can swi t ch channel s
? I ncr eased +l o)al i >at i on
? 2vai l a)i l i t y o" a var i et y o" al t er nat i ve sour ces o" ent er t ai nment
- - -
Threat of )e Ent rants 0 2o1
? /i +h sun: cost s
? /i +h ca!i t al r e7ui r ement
? 1i ""i cul t access t o di st r i )ut i on
Com(et i t i *eness i t hi n t he Indust ry 0 Hi "h)
? /i +hl y Fr a+ment ed I ndust r y
? /i +h Fi ;ed $ost
? /i +hl y !er i sha)l e !r oduct s
? /i +hl y di ver si " i ed r i val s
Bar"ai ni n" Poer of Su((l i ers 0 2o1
? 1ecr easi n+ )ar+ai ni n+ !ower o" su!!l i er s
? I ncr easi n+ num)er o" cont ent !r ovi der s
Threat of Su'st i t ut es
? Fi l m I ndust r y
? ,i +ni " i cant s!or t i n+ event s l i :e @or l d $u!s
? ,i +ni " i cant cul t ur al event s
? (r i nt medi a
? I nt er net
- 1 -
1.1 Television
@i t h t ot al r evenues o" I 3R 13- )i l l i on9 t el evi si on i s t he +ol i at h
o" t he ent er t ai nment i ndust r y. I t i s now r eady t o advance t o t he ne;t
st a+e o" i t s evol ut i on9 +r as!i n+ t he o!!or t uni t i es !r esent ed )y t he
di +i t al a+e9 whi ch wi l l com!l et el y chan+e t he home ent er t ai nment
l andsca!e. I n t he !r ocess9 i t i s e;!ect ed t o cont i nue i t s r a!i d +r owt h
and r each I 3R 371 )i l l i on )y 21. ,ome o" t he t r ans" or mat i onal
chan+es ar e'
Addi t i onal di st ri 'ut i on (l at f orms,
The l ast - mi l e o" t el evi si on di st r i )ut i on wi l l see a l ot o" act i on i n t he
near " ut ur e due t o ent r y o" new 1i r ect t o /ome A 1T/B )r oadcast er s9
I nt er net (r ot ocol )ased Tel evi si on A I (- T&B 9 )r oadcast i n+ ser vi ces
usi n+ 1i +i t al ,u)scr i )er .i ne A1,.B t echnol o+i es9 et c. They wi l l al so
+i ve )r oadcast er s di r ect access t o consumer s )y ena)l i n+ t hem wi t h
t he a)i l i t y t o !r ovi de cust omi >ed val ue- added ser vi ces9 such as vi deo
on demand. (r esent l y t he di st r i )ut i on o" su)scr i !t i on r evenues i s
heavi l y s:ewed t owar ds t he ca)l e o!er at or )ecause o" l ac: o"
t r ans!ar ency i n t he decl ar at i on o" su)scr i )er s )y t he .ocal $a)l e
6!er at or t o t he !ay t el evi si on )r oadcast er. The i nt r oduct i on o" t hese
new !l at " or ms and t he conse7uent addr essa)i l i t y wi l l " aci l i t at e a mor e
e7ui t a)l e di st r i )ut i on o" r evenues.
5or e ent r ant s i n ni che +enr es o""er i n+ addi t i onal cont ent var i et y t o t he
vi ewer. 3i che +enr es have si +ni " i cant l y st r en+t hened t hei r val ue
!r o!osi t i on and mor e ent r ant s ar e e;!ect ed i n s!aces l i :e ani mat i on9
)usi ness and l i " est yl e9 amon+ ot her s.
- 11 -
Conduci *e and l i 'eral i 3i n" re"ul at ory i nt er*ent i on,
2 )e+i nni n+ has al r eady )een made t hr ou+h an amendment o" t he
Tel ecom Re+ul at or y 2ut hor i t y o" I ndi a 2ct . Thi s i s e;!ect ed t o del i ver
addr essa)i l i t y i n t he cur r ent l y " r a+ment ed di st r i )ut i on mar :et 9 t her e)y
i ncr easi n+ )r oadcast er ? s shar es o" r evenue and encour a+i n+ +r eat er
!ar t i ci !at i on.
1.2 Films
Thou+h " i l ms cont r i )ut e * ust 27 !er cent t o t he ent er t ai nment r evenues9
t hey " or m t he hear t o" t hi s i ndust r y. I ndi an " i l ms9 es!eci al l y t he
mai nst r eam /i ndi " i l m i ndust r y A ed and
i ndi vi dual i st i c9 wi t h a l ow l evel o" di sci !l i ne and !r ocess or i ent at i on.
Thi s9 al on+ wi t h t he " act t hat i t was not r eco+ni >ed as an i ndust r y as
l at e as 29 r est r i ct ed i t s access t o i nst i t ut i onal " undi n+ and " or ced i t
t o r el y on ot her sour ces t hat char+ed usur i ous r at es o" i nt er est .
I n t he r ecent year s9 t hou+h t her e has )een a di st i nct shi " t i n t he
mi ndset and t he wi l l i n+ness t o t a! i nst i t ut i onal de)t and e7ui t y " unds.
,ome o" I ndi a? s l ar+est cor !or at e houses have ent er ed t hi s sect or and
l ar+e i nt er nat i onal st udi os ar e r e!or t edl y eval uat i n+ t he I ndi an
o!!or t uni t y. /owever9 t he l ac: o" t r ans!ar ency and di sci !l i ne i s
- 12 -
!r event i n+ t hem " r om " ul l y t a!!i n+ t hi s o!!or t uni t y. The " i l m i ndust r y
i s at a cus! i n i t s evol ut i onar y !at h. I " convent i onal !l ayer s ar e a)l e t o
i m!l ement t he chan+es needed t o unl oc: i t s +r owt h !ot ent i al 9 t he
second !hase o" cor !or at e and i nst i t ut i onal +r owt h coul d see t he
i ndust r y +r ow at ar ound 16 !er cent annual l y t o r each I 3R 1%3 )i l l i on
i n si ; year s.
The I ndi an musi c sect or i s 7ui t e uni 7ue com!ar ed t o ot her +l o)al
mar :et s. ,on+s " r om new /i ndi " i l ms com!r i se % !er cent o" t he t ot al
i ndust r y r evenue and t he )o; o""i ce !o!ul ar i t y o" t he " i l m t y!i cal l y
dr i ves sal es. I n I ndi a9 +r owi n+ !i r acy and " r ee downl oads have r educed
musi c )uyi n+. $onse7uent l y9 t he i ndust r y has shr un: t o ar ound I3R 1
)i l l i on " r om ar ound I 3R 13. 5 )i l l i on9 t hr ee year s a+o. The si l ver
l i ni n+ i s t hat t hou+h musi c )uyi n+ " r om l e+i t i mat e sour ces mi +ht have
r educed9 t he del i ver y o" musi c t hr ou+h new " or mat s9 l i :e F5 r adi o9
i nt er net and mo)i l e !hones has act ual l y i ncr eased i nt er est i n musi c.
The " ut ur e +r owt h i s l i :el y t o come " r om non- !hys i cal " or mat s l i :e
di +i t al downl oads r oyal t y i ncome9 r i n+t ones9 et c. The r ol l out o"
addi t i onal di st r i )ut i on !l at " or ms l i :e 1T/9 di +i t al ca)l e and I (- T&
wi t h t he +r owi n+ !o!ul ar i t y o" l ar+e " or mat r et ai l st or es wi l l cr eat e
many mor e channel s sel l i n+ musi c. ed
r et ai l !l ayer s9 who coul d l ever a+e economi es o" scal e i n cont ent
!r ocur ement and di st r i )ut i on.
2ei sure entertai nment l i +e theme (ar+s
Ti l l dat e9 out door ent er t ai nment i n I ndi a has seen l i mi t ed act i on wi t h
" ew si +ni " i cant i nvest ment s. Thi s i s chan+i n+ as l eadi n+ i nt er nat i onal
!l ayer s ar e e;!l or i n+ t he I ndi an o!!or t uni t y. The chal l en+e her e wi l l
)e !r ovi di n+ a cost - e""ect i ve and !r o" i t a)l e val ue !r o!osi t i on t o t he
I ndi an consumer.
2i *e entertai nment,
The l i ve ent er t ai nment i ndust r y i n I ndi a i s l ar+el y unor+ani >ed wi t h
" ew !l ayer s havi n+ t he r e7ui si t e cr i t i cal mass. The +r adual r educt i on
- 15 -
o" ent er t ai nment t a; acr oss st at es wi l l ma:e t he sect or mor e at t r act i ve9
dr awi n+ i n l ar+e cor !or at e and mul t i nat i onal s. Thi s i s l i :el y t o r esul t
i n i ncr eased mar :et i n+ i nvest ment s and cr eat i on o" wor l d- cl ass
i n" r ast r uct ur e l i :e convent i on cent er s. 0oi n+ " orwar d9 t her e coul d )e
col l a)or at i on wi t h ot her const i t uent s o" t he ent er t ai nment i ndust r y9
l i :e " i l ms9 t el evi si on and musi c.
- 16 -
CHAPTER 2
Introduction of Broadcast Media
- 17 -
History
Tel evi si on i n I ndi a has )een i n e;i st ence si nce " our decades.
For t he " i r st 17 year s t r ansmi ssi on was mai nl y i n )l ac: D whi t e.
Tel evi si on has come t o t he " or e" r ont onl y i n t he !ast 21 year s and
mor e so i n t he !ast 13. Ther e wer e i ni t i al l y t wo i +ni t i on !oi nt s' t he
" i r st i n t he ei +ht i es when col our T& was i nt r oduced )y st at e- owned
)r oadcast er 1oor dar shan A 11B t i med wi t h t he 1-#2 2si an 0ames whi ch
I ndi a host ed. The second s!ar : came i n t he ear l y ni net i es wi t h t he
)r oadcast o" sat el l i t e T& )y " or ei +n !r o+r ammer s l i :e $33 " ol l owed
)y ,t ar T& and a l i t t l e l at er )y domest i c channel s such as Eee T& and
,un T& i nt o I ndi an homes.
(r i or t o t hi s9 I ndi an vi ewer s had t o ma:e do wi t h 11? s chosen
" ar e whi ch was dul l 9 non- commer ci al i n nat ur e9 di r ect ed t owar ds onl y
educat i on and soci o- economi c devel o!ment . Ent er t ai nment !r o+r amme
wer e " ew and " ar )et ween. 2nd when t he sol i t ar y " ew soa!s l i :e /um
.o+ A 1-#%B 9 and myt hol o+i cal dr amas' Ramayan A 1-#7- ##B and
5aha)har at A 1-##- #-B wer e t el evi sed9 mi l l i ons o" vi ewer s st ayed +l ued
t o t hei r set s. The +over nment st ar t ed t a;i n+ ca)l e o!er at or s i n a )i d t o
+ener at e r evenue. The r at es var i ed i n t he 26 st at es t hat +o t o " or m
I ndi a and r an+ed " r om 35 !er cent u!war ds.
The aut hor i t i es moved i n t o r e+ul at e t he )usi ness and a $a)l e T&
2ct was !assed i n 1--5. The a!e; cour t i n t he count r y9 t he ,u!r eme
$our t 9 !assed a * ud+ement t hat t he ai r waves ar e not t he !r o!er t y o"
t he I ndi an +over nment and any I ndi an ci t i >en want i n+ t o use t hem
shoul d )e al l owed t o do so. The +over nment r eact ed )y ma:i n+ e""or t s
t o +et some r e+ul at i on i n !l ace )y set t i n+ u! commi t t ees t o su++est
what t he )r oadcast i n+ l aw o" I ndi a shoul d )e9 as t he sect or was st i l l
- 1# -
)ei n+ +over ned )y l aws whi ch wer e !assed i n 1-t h cent ur y I ndi a. 2
)r oadcast i n+ )i l l was dr awn u! i n 1--7 and i nt r oduced i n !ar l i ament .
Ca'l e tel e*i si on
The i mmedi at e r eact i on o" anyone t a:i n+ a l oo: at t he !enet r at i on o"
ca)l e T& i n I ndi a woul d )e t hat t her e ar e !ot s o" money t o )e made.
$a)l e o!er at or s char+e a su)scr i )er anywher e " r om Rs 5 " or a 1- 12
channel ser vi ce t o Rs 125- 15 a mont h " or a 3- 6 channel !l us
ser vi ce. Even i " we consi der t hat t her e ar e * ust 2 mi l l i on ca)l e T&
homes i n I ndi a A whi ch i s a conser vat i ve " i +ur eB 9 and t hat a ca)l e
o!er at or on an aver a+e +et s a)out Rs 1 !er su)scr i )er9 t he nat i onal
mont hl y r evenues wor : out t o Rs 2 mi l l i on " r om ca)l e T&. 6n an
annual )asi s9 t he !ot ent i al r evenues wor : out t o Rs 2%9 mi l l i on A F,
G6 mi l l i onB . That " i +ur e i s * ust t he t i ! o" t he i ce)er+9 and hence i t
may l oo: at t r act i ve enou+h t o ma:e any west er n ca)l e o!er at or or
l ar+e I ndi an com!any t o st ar t l i c:i n+ i t s cho!s.
The count r y i s est i mat ed t o have anywher e " r om 39 - 69
ca)l e o!er at or s. 2 wi de r an+e as any )ut t he +ener al o!i ni on i s t hat t he
" i +ur e i s cl oser t o t he l ower num)er. The num)er o" o!er at or s who
r e+i st er ed t hemsel ves wi t h t he !ost o""i ce a" t er t he $a)l e T& 3et wor :
Re+ul at i on 2ct 9 1--5 mandat ed so i s a)out 169 . The aver a+e si >e o"
each net wor : i s est i mat ed at 2 su)scr i )er s i n t he ma* or met r os9
a)out 2- 3 " or smal l er t owns and 5- 1 " or r ur al ar eas. Fnt i l
1--%9 t he aver a+e si >e was a)out one- " our t h what i t i s now " or ur )an
I ndi a. 5ost o" t he net wor :s had )een set u! )y smal l - t i me
ent r e!r eneur s and wer e )ui l t wi t hout any r e+ul at i ons i n !l ace. ed " or t he i nvest i +at i on at hand. The t y!e o" dat a9
whi ch r esear cher uses t o conduct mar :et sur vey9 i s !r i mar y dat a.
- %- -
-.- "A1PE DE"I0N
I n sam!l i n+ sur vey- sel ect ed sam!l e ar e det er mi nat e and sur veyed " or
col l ect i on o" r el evant dat a " or t hat i t has em!l oyed sam!l i n+ met hod.
/er e " or r esear ch !ur !ose sam!l i n+ !l an i s !r e!ar ed. Thi s !l an cal l ed
" or t hr ee deci si ons.
IB Sam(l i n" uni t
IIB Sam(l e si 3e
IIIB Sam(l i n" (rocedure
? ,am!l i n+ uni t A who i s t o )e sur veyedRB
The sam!l i n+ uni t s ar e t he +ener al vi ewer s. &iewer s ar e " r om
2hmeda)ad.
? ,am!l e si >e A3o. (eo!l e shoul d )e sur veyedB
.ar+e sam!l e +i ves mor e r el i a)l e sam!l e. ,o " or r esear ch 225 vi ewer s
" r om di ""er ent !l aces have )een sur veyed. Each and ever y vi ewer i s
cont act ed t o hi s or her !r e" er ence9 at t i t ude and !er ce!t i on t owar ds
r eal i t y shows.
? ,am!l i n+ !r ocedur e A how shoul d t he r es!ondent s chosenRB
To o)t ai n r e!r esent at i ve cent er sam!l e o" t he !o!ul at i on shoul d )e
dr awn. Thus her e non- !r o)a)i l i t y9 conveni ent sam!l i n+ met hod i s
used.
- 5 -
-.2 I1ITATION" OF THE "TUD!
6wi n+ t o l i mi t ed t i me and r esour ces9 t he !r esent st udy was
l i mi t ed t o 225 r es!ondent s " r om 2hmeda)ad ci t y. /owever9 at t ent i on
has )een !ai d t o cover al l t he mar :et se+ment s. 2 " ew er r or s have
cr e!t i n des!i t e o" my e""or t s t o avoi d i t 9 such as
• @e have used conveni ence sam!l i n+ so t hat t he anal ys i s
may not )e t r ue !i ct ur e o" t ar+et !o!ul at i on.
• The vi ews i n t hi s r esear ch !r edomi nant l y r e" l ect t he vi ews
o" vi ewer s )el on+i n+ t o 2hmeda)ad. ,o t hese " i ndi n+s may
not " ul l y com!l y wi t h t he vi ews o" vi ewer s o" r eal i t y
shows " r om ot her ci t i es.
• 2nswer s o" 7uest i onnai r e de!end u!on )el i e" o"
r es!ondent s9 whi ch may di ""er " r om t he r eal i t y.
• Ther e ar e !ossi )i l i t i es o" e;a++er at ed i n" or mat i on +i ven )y
r es!ondent s t o i m!r ess or t o cut shor t t he i nt er vi ewer s.
-.3 H!POTHE"I" OF THE "TUD!
Hiae( or un#iae( 225 2.74 1.121 .075
Money ma9ing or 4!0 225 1.86 1.220 .081
Mo(ern or Tra(itional 225 2.28 1.249 .083
1ntereting or 3nintereting 225 2.52 1.177 .078
Ta'le #B2B3B2
- #% -
One()a'ple &est
Tet /alue ? 3
955 4on)i(ence 1nterval o) the
=i))erence
t () !ig. 62%taile(7 Mean =i))erence 8o$er 3**er
0eal or unreal %.464 224 .643 %.040 %.21 .13
Talent hunt or *u#licity %1.922 224 .056 %.164 %.33 .00
>iae( or un#iae( %3.509 224 .001 %.262 %.41 %.11
Money ma9ing or 4!0 %14.043 224 .000 %1.142 %1.30 %.98
Mo(ern or Tra(itional %8.648 224 .000 %.720 %.88 %.56
1ntereting or 3nintereting %6.063 224 .000 %.476 %.63 %.32
7ecision rule,
I " t he si +ni " i cance val ue i s l ess t han . 5 t hen t he nul l hy!ot hesi s i s
r e* ect ed and i " t he si +ni " i cance val ue i s mor e t han . 5 t hen t he nul l
hy!ot hesi s i s acce!t ed.
/er e e;ce!t " i r st " act or t hat i s r eal and unr eal C al l show si +ni " i cance
val ue l ess t han . 5. so i t can )e concl uded t hat vi ewer sK !er cei ve
r eal i t y shows as unr eal 9 t al ent hunt 9 )i ased9 5oney ma:i n+9 5oder n
conce!t and i nt er est i n+.
- #5 -
2.2.-. Fa)to& anal'sis
Fact or anal ys i s9 whi ch i dent i " i es t he l at ent or under l yi n+ " act or s
" r om an ar r ay o" seemi n+l y i m!or t ant var i a)l es9 was done. I n a mor e
+ener al way9 " act or anal ys i s i s a set o" t echni 7ues9 whi ch9 )y anal y>i n+
t he cor r el at i on )et ween var i a)l es9 r educes t hei r num)er s i nt o " ewer
" act or s9 whi ch e;!l ai n much o" t he or i +i nal dat a9 mor e economi cal l y.
3ar+und:ar 25.
5easur e o" sam!l e ade7uacy such as artlett2 Tet o) !*hericity "**ro,. 4hi%!quare 321.913
=) 66
!ig. .000
The st andar d !r act i ce nor mal l y used i s t hat al l t he " act or s wi t h an
Ei +enval ue o" 1 or mor e shoul d )e e;t r act ed. The ,cr ee !l ot cl ear l y
shows t hat t her e ar e % " act or s havi n+ Ei +enval ue mor e t han 1 A i n ot her
wor ds9 a " act or must e;!l ai n at l east as much o" t he var i ance i " not
mor e9 t han a si n+l e or i +i nal var i a)l e. B
- #6 -
Fi+. 1
Thus " our " act or s wer e e;t r act ed. The sol ut i on o" " act or anal ysi s +ave
" our " act or s9 whi ch e;!l ai ned 55I o" t he t ot al var i ance. The r esul t s
wer e o)t ai ned t hr ou+h or t ho+onal r ot at i ons wi t h &ar i ma; met hod. The
name o" t he " act or s9 var i a)l e l a)el s and " act or l oadi n+s ar e
summar i >ed i n t he )el ow +i ven t a)l e.
- #7 -
Ta'le #B2B!B2
&otal -ariance ,.plained
4om*onent
1nitial +igenvalue 0otation !um o) !quare( 8oa(ing
Total 5 o) /ariance
4umulative
5 Total 5 o) /ariance 4umulative 5
1 2.379 19.824 19.824 2.029 16.907 16.907
2 1.721 14.345 34.169 1.679 13.994 30.901
3 1.259 10.491 44.660 1.417 11.811 42.712
4 1.100 9.170 53.830 1.334 11.118 53.830
5 .981 8.174 62.004
6 .849 7.075 69.079
7 .818 6.819 75.898
8 .704 5.869 81.767
9 .664 5.535 87.303
10 .606 5.051 92.354
11 .481 4.005 96.358
12 .437 3.642 100.000
+,traction Metho(A Princi*al 4om*onent "nalyi.
E;t r act i on 5et hod' (r i nci !al $om!onent 2nal ysi s
The t a)l e shown )el ow de!i ct s t hat '
Fact or 1 i s a l i near com)i nat i on o" var i a)l es 59 # and -.
Fact or 2 i s a l i near com)i nat i on o" var i a)l es 19 2 and 3.
Fact or 3 i s a l i near com)i nat i on o" var i a)l es %9 6 and 12.
Fact or % i s a l i near com)i nat i on o" var i a)l es 1 and 11.
2l l t he % " act or s col l ect i vel y e;!l ai ned 5%. I o" t he t ot al var i ance
Ta'le #B2B!B3
- ## -
Rotated Com(onent Matri-
$om!onent
1 2 3 %
5otin" System is the ay of
in*ol*in" audience (artici(antsB
.252 EB$3# .27% .1%7
5otin" System is the ay of Earnin"B .1%1 B&$# .1%1 .67
5otin" System is not RealB -.%25 B$3< .13# -.13
5otin" System is for "ainin" more
Po(ularityB
-.27- -.-# B&!! .-3
5otin" System is a (ro(er ay to
choose innerB
B$&3 -.#3 -.62 .1-
:ud"es are un'iased on e*aluation of
(artici(antsB
.35 .1%% B#22 -.27
5otin" ma+es sho more interestin"B .%56 -.255 .%12 .#6
?inner of the sho actually deser*es
to inB
B&
Over the last few years, there have been discussions on the Indian entertainment industry being on the verge of take-off, powered by new delivery platforms and technological breakthroughs, increasing content variety and favorable regulatory initiatives.
Contents
CHAPTER 1.......................................................................................................................2
Introduction of Entertainment and Media Industry..................................................2
1.1 Television.....................................................................................................................11
1.2 Films............................................................................................................................12
1.3 Radio............................................................................................................................13
CHAPTER 2.....................................................................................................................17
Introduction of Broadcast Media...............................................................................17
Evolution............................................................................................................................22
CHAPTER 3.....................................................................................................................25
Introduction of Reality Shos....................................................................................25
Introduction- reality shows................................................................................................26
Reality shows in india........................................................................................................3
Features..............................................................................................................................37
Ty!es o" reality shows.......................................................................................................3#
$hannel wise reality shows...............................................................................................%1
Im!acts o" Reality T& on &iewers'...................................................................................%5
Im!acts o" Reality T& on (artici!ants'..............................................................................%5
CHAPTER !.....................................................................................................................%7
Research Methodolo"y................................................................................................%7
%.1 Research o)*ective.......................................................................................................%#
%.2 Research desi+n...........................................................................................................%#
%.3 ,ources o" data.............................................................................................................%-
%.% ,am!le desi+n..............................................................................................................5
%.5 .imitations o" the study...............................................................................................51
%.6 /y!othesis o" the study...............................................................................................51
CHAPTER #.....................................................................................................................5%
Research Analysis........................................................................................................5%
5.1 0ra!hical analysis........................................................................................................55
5.2 1ata analysis................................................................................................................6%
5.2.1. R234 5ET/61................................................................................................6%
5.2.2 $hi-s7uare tests.....................................................................................................66
5.2.3 T 8 tests.................................................................................................................#%
5.2.%. Factor analysis.....................................................................................................#6
236&2 TE,T...................................................................................................................-2
CHAPTER $...................................................................................................................11
%indin"s and Su""estions..........................................................................................11
6. 1 2wareness o" r eal i t y shows ...............................................................................12
6. 2 Fre7uently wat ch o" r eal i t y shows .................................................................13
6. 3 5a* or Fi ndi n+s )y t he Resear cher .............................................................1%
CHAPTER &...................................................................................................................17
Conclusion..................................................................................................................17
Bi'lio"ra(hy...................................................................................................................1-
- 1 -
CHAPTER 1
Introduction of Entertainment and Media
Industry
- 2 -
6ver t he l ast " ew year s9 t her e have )een di scussi ons on t he
I ndi an ent er t ai nment i ndust r y )ei n+ on t he ver+e o" t a:e- o""9 !ower ed
)y new del i ver y !l at " or ms and t echnol o+i cal )r ea:t hr ou+hs9 i ncr easi n+
cont ent var i et y and " avor a)l e r e+ul at or y i ni t i at i ves. Thi s i s e;!ect ed
t o t r ans" or m t he ent er t ai nment l andsca!e9 wi t h mor e !l ayer s ent er i n+
and t r adi t i onal !l ayer s )ei n+ " or ced t o ada!t or !er i sh. 6ne can
al r eady wi t ness chan+es t hat have t he !ot ent i al t o al t er t he i ndust r y
st r uct ur e.
)e deli*ery (latforms and technolo"ical 'rea+throu"hs,
I ncr easi n+ !enet r at i on o" new del i ver y !l at " or ms i s one o" t he :ey
dr i ver s o" t he medi a and ent er t ai nment i ndust r y t oday9 t hat has t he
!ot ent i al t o chan+e t he way !eo!l e r ecei ve cont ent . These !l at " or ms9
r esul t i n+ " r om " undament al t echnol o+i cal
e9 t el evi si on has )een t he mai n dr i ver " or t he i ndust r y? s +r owt h9
cont r i )ut i n+ 62 !er cent o" t he over al l i ndust r y? s +r owt h. Fi l ms
cont r i )ut ed anot her 27 !er cent 9 whi l e ot her se+ment s l i :e musi c9
r adi o9 l i ve ent er t ai nment and i nt er act i ve +ami n+ const i t ut e t he )al ance
11 !er cent .
.roth of the entertainment industry,
- 5 -
(r o!el l ed )y i nnovat i on acr oss i t s val ue chai n and a ser i es o"
ena)l i n+ r e+ul at or y act i ons9 t he ent er t ai nment i ndust r y i s e;!ect ed t o
+r ow annual l y at al most 1# !er cent t o r each ar ound I3R 5## )i l l i on )y
21. /owever9 even wi t h such +r owt h9 i t coul d )e * ust scr at chi n+ t he
sur " ace o" t he I ndi an mar :et ? s t r ue !ot ent i al .
Reachi n+ t hi s t ar+et ed +r owt h r at e wi l l not )e eas y " or t he
sect or. Tel evi si on sect or has wi t nessed a si +ni " i cant )i t o"
t r ans!ar ency9 !r ocess or i ent at i on and di sci !l i ne9 e;ce!t " or t he l ast -
mi l e whi ch i s com!l et el y " r a+ment ed. The " i l m sect or9 on t he ot her
hand9 st i l l r emai ns r el at i vel y o!a7ue and !er sona- dr i ven. 6ver t he !ast
" ew year s9 t he " i l m i ndust r y has made some !r o+r ess i n +et t i n+
i nst i t ut i onal and cor !or at i >ed " undi n+. /owever9 t he !r o+r ess on t hi s
" r ont has not )een as dr amat i c as had )een e;!ect ed when t he
i nst i t ut i onal " undi n+ nor ms " or " i l ms wer e r el a;ed a " ew year s a+o.
Even t hou+h di ""er ent sour ces unani mousl y a+r ee t hat t he
ent er t ai nment i ndust r y i s a sunr i se sect or9 i t has seen no ma* or " und-
r ai si n+ e""or t s9 a!ar t " r om t el evi si on cont ent and )r oadcast i n+ wher e
t he i m!act o" !r o" essi onal i sm and or+ani >ed " i nanci n+ i s evi dent .
The industry "roth dri*ers,
6ver t he !ast decade9 I ndi a has )een t he second " ast est +r owi n+
economy i n t he wor l d. I n 2%9 i t +r ew )y #. 2 !er cent 9 )r eachi n+ t he
!sychol o+i cal # !er cent )ar r i er " or t he " i r st t i me. I n t er ms o"
!ur chasi n+ !ower !ar i t y9 i t i s al r eady t he " our t h l ar+est economy i n t he
wor l d. 5ost ma* or +l o)al com!ani es ar e o" t he o!i ni on t hat i t wi l l
)ecome a :ey mar :et i n t he year s t o come. 2s t he I ndi an economy
cont i nues +r owi n+9 t he I ndi an mi ddl e cl ass wi l l al so e;!and
si +ni " i cant l y. $om!ar ed t o ot her nat i ons9 t he 3 mi l l i on st r on+ I ndi an
5i ddl e cl ass al l ocat es a hi +her !er cent a+e o" i t s mont hl y e;!endi t ur e
on ent er t ai nment . The i ncr easi n+ consumer i sm o" mi ddl e- cl ass I ndi a i s
- 6 -
seen " r om t he shar ! +r owt h i n t he sal es " or var i ous !r oduct s l i :e
aut omo)i l es9 col or t el evi si on set s and mo)i l e !hones and t he
)ur+eoni n+ i ncr ease i n cr edi t car ds and !er sonal l oans. Ther e i s an
i ncr ease i n t he di r ect consumer s!ends on ent er t ai nment and
adver t i si n+ r evenues have al so )een on t he r i se. @it h t he aver a+e
I ndi an +et t i n+ youn+er9 and hence mor e l i :el y t o s!end on
nonessent i al s9 t he ent er t ai nment i ndust r y has t he !ot ent i al t o +r ow
e;!l osi vel y i n t he " ut ur e.
The forthcomin" metamor(hosis,
The ent er t ai nment i ndust r y i s now at an i n" l ect i on !oi nt . The
ear l i er !hase o" +r owt h has r un i t s cour se. 3ow t he i ndust r y i s r eady
t o ent er a second st a+e o" +r owt h !ower ed )y t he t wi n en+i nes o"
t echnol o+y A avai l a)i l i t y o" 7ual i t y i n" r ast r uct ur e and t he accel er at ed
- 7 -
!enet r at i on o" di +i t al connect i vi t yB and an ena)l i n+ r e+ul at or y
envi r onment .
A (anoramic *ie,
The comi n+ o" a+e o" t he t el evi si on sect or has )een t he !r i mar y
dr i ver o" t he +r owt h t hat t he ent er t ai nment i ndust r y has seen over t he
l ast decade. The !r i vat e sect or ent er !r i se seen acr oss t he t el evi si on
val ue chai n i n t he ni net i es dr ove t he sect or t o newer hei +ht s. I t i s now
t he most i m!or t ant com!onent o" t he ent er t ai nment i ndust r y9
cont r i )ut i n+ over 6 !er cent o" i t s r evenues. I t i s e;!ect ed t o cont i nue
!ower i n+ t he i ndust r y i n t he di +i t al er a9 t hr ou+h var i ous i nnovat i ons
l i :e 1T/9 i nt er act i ve t el evi si on9 et c. Thou+h i n r evenue t er ms9 " i l ms
cont r i )ut e * ust 27 !er cent o" t he ent er t ai nment i ndust r y9 i t s vi si )i l i t y
and i m!act i s much mor e t han t hi s " i +ur e su++est s. I t i s al so a ma* or
dr i ver " or ot her sect or s l i :e musi c9 l i ve ent er t ai nment and t el evi si on.
I t was accor ded t he st at us o" an i ndust r y i n 2. ,i nce t hen9 some
!r o+r ess has )een made i n devel o!i n+ t r ans!ar ency and
!r o" essi onal i sm i n t hi s sect or .
5usi c9 r adi o and ot her emer+i n+ se+ment s l i :e ani mat i on9
i nt er act i ve +ami n+ and l i ve ent er t ai nment t o+et her account " or
r emai ni n+ 12- 13 !er cent o" ent er t ai nment r evenue.
- # -
(i r acy and r evenue l osses at t he l ast - mi l e ar e t he )ane o" t he
ent er t ai nment i ndust r y. They !r event t he r i +ht " ul owner s o" t he cont ent
" r om r eal i >i n+ i t s " ul l val ue. 2l l sect or s o" t he i ndust r y9 e;ce!t r adi o9
su""er " r om t hese t wi n !r edi cament s i n some way or t he ot her.
$ur r ent l y9 such l osses ar e est i mat ed at I3R %. 3 )i l l i on9 whi ch amount s
t o over % !er cent o" t he i ndust r y? s t ot al r evenues. @hi l e such l osses
ar e e;!ect ed t o cont i nue " or anot her t wo t o t hr ee year s9 a r ever sal i s
e;!ect ed event ual l y as a r esul t o" a com)i nat i on o" a t echnol o+y !ush
A wi t h a wi de r e!er t oi r e o" " i l m and musi c )ecomi n+ avai l a)l e t hr ou+h
a var i et y o" l e+i t i mat e and conveni ent !l at " or ms and o!t i onsB and a
demand !ul l Awi t h i ncr eased i nt er net !enet r at i on and t he advent o"
)r oad)andB .
Porter/s %i*e %orces Analysis of Entertainment Industry
Bar"ai ni n" Poer of Consumer 0 Hi "h1
? $onsumer can swi t ch channel s
? I ncr eased +l o)al i >at i on
? 2vai l a)i l i t y o" a var i et y o" al t er nat i ve sour ces o" ent er t ai nment
- - -
Threat of )e Ent rants 0 2o1
? /i +h sun: cost s
? /i +h ca!i t al r e7ui r ement
? 1i ""i cul t access t o di st r i )ut i on
Com(et i t i *eness i t hi n t he Indust ry 0 Hi "h)
? /i +hl y Fr a+ment ed I ndust r y
? /i +h Fi ;ed $ost
? /i +hl y !er i sha)l e !r oduct s
? /i +hl y di ver si " i ed r i val s
Bar"ai ni n" Poer of Su((l i ers 0 2o1
? 1ecr easi n+ )ar+ai ni n+ !ower o" su!!l i er s
? I ncr easi n+ num)er o" cont ent !r ovi der s
Threat of Su'st i t ut es
? Fi l m I ndust r y
? ,i +ni " i cant s!or t i n+ event s l i :e @or l d $u!s
? ,i +ni " i cant cul t ur al event s
? (r i nt medi a
? I nt er net
- 1 -
1.1 Television
@i t h t ot al r evenues o" I 3R 13- )i l l i on9 t el evi si on i s t he +ol i at h
o" t he ent er t ai nment i ndust r y. I t i s now r eady t o advance t o t he ne;t
st a+e o" i t s evol ut i on9 +r as!i n+ t he o!!or t uni t i es !r esent ed )y t he
di +i t al a+e9 whi ch wi l l com!l et el y chan+e t he home ent er t ai nment
l andsca!e. I n t he !r ocess9 i t i s e;!ect ed t o cont i nue i t s r a!i d +r owt h
and r each I 3R 371 )i l l i on )y 21. ,ome o" t he t r ans" or mat i onal
chan+es ar e'
Addi t i onal di st ri 'ut i on (l at f orms,
The l ast - mi l e o" t el evi si on di st r i )ut i on wi l l see a l ot o" act i on i n t he
near " ut ur e due t o ent r y o" new 1i r ect t o /ome A 1T/B )r oadcast er s9
I nt er net (r ot ocol )ased Tel evi si on A I (- T&B 9 )r oadcast i n+ ser vi ces
usi n+ 1i +i t al ,u)scr i )er .i ne A1,.B t echnol o+i es9 et c. They wi l l al so
+i ve )r oadcast er s di r ect access t o consumer s )y ena)l i n+ t hem wi t h
t he a)i l i t y t o !r ovi de cust omi >ed val ue- added ser vi ces9 such as vi deo
on demand. (r esent l y t he di st r i )ut i on o" su)scr i !t i on r evenues i s
heavi l y s:ewed t owar ds t he ca)l e o!er at or )ecause o" l ac: o"
t r ans!ar ency i n t he decl ar at i on o" su)scr i )er s )y t he .ocal $a)l e
6!er at or t o t he !ay t el evi si on )r oadcast er. The i nt r oduct i on o" t hese
new !l at " or ms and t he conse7uent addr essa)i l i t y wi l l " aci l i t at e a mor e
e7ui t a)l e di st r i )ut i on o" r evenues.
5or e ent r ant s i n ni che +enr es o""er i n+ addi t i onal cont ent var i et y t o t he
vi ewer. 3i che +enr es have si +ni " i cant l y st r en+t hened t hei r val ue
!r o!osi t i on and mor e ent r ant s ar e e;!ect ed i n s!aces l i :e ani mat i on9
)usi ness and l i " est yl e9 amon+ ot her s.
- 11 -
Conduci *e and l i 'eral i 3i n" re"ul at ory i nt er*ent i on,
2 )e+i nni n+ has al r eady )een made t hr ou+h an amendment o" t he
Tel ecom Re+ul at or y 2ut hor i t y o" I ndi a 2ct . Thi s i s e;!ect ed t o del i ver
addr essa)i l i t y i n t he cur r ent l y " r a+ment ed di st r i )ut i on mar :et 9 t her e)y
i ncr easi n+ )r oadcast er ? s shar es o" r evenue and encour a+i n+ +r eat er
!ar t i ci !at i on.
1.2 Films
Thou+h " i l ms cont r i )ut e * ust 27 !er cent t o t he ent er t ai nment r evenues9
t hey " or m t he hear t o" t hi s i ndust r y. I ndi an " i l ms9 es!eci al l y t he
mai nst r eam /i ndi " i l m i ndust r y A ed and
i ndi vi dual i st i c9 wi t h a l ow l evel o" di sci !l i ne and !r ocess or i ent at i on.
Thi s9 al on+ wi t h t he " act t hat i t was not r eco+ni >ed as an i ndust r y as
l at e as 29 r est r i ct ed i t s access t o i nst i t ut i onal " undi n+ and " or ced i t
t o r el y on ot her sour ces t hat char+ed usur i ous r at es o" i nt er est .
I n t he r ecent year s9 t hou+h t her e has )een a di st i nct shi " t i n t he
mi ndset and t he wi l l i n+ness t o t a! i nst i t ut i onal de)t and e7ui t y " unds.
,ome o" I ndi a? s l ar+est cor !or at e houses have ent er ed t hi s sect or and
l ar+e i nt er nat i onal st udi os ar e r e!or t edl y eval uat i n+ t he I ndi an
o!!or t uni t y. /owever9 t he l ac: o" t r ans!ar ency and di sci !l i ne i s
- 12 -
!r event i n+ t hem " r om " ul l y t a!!i n+ t hi s o!!or t uni t y. The " i l m i ndust r y
i s at a cus! i n i t s evol ut i onar y !at h. I " convent i onal !l ayer s ar e a)l e t o
i m!l ement t he chan+es needed t o unl oc: i t s +r owt h !ot ent i al 9 t he
second !hase o" cor !or at e and i nst i t ut i onal +r owt h coul d see t he
i ndust r y +r ow at ar ound 16 !er cent annual l y t o r each I 3R 1%3 )i l l i on
i n si ; year s.
The I ndi an musi c sect or i s 7ui t e uni 7ue com!ar ed t o ot her +l o)al
mar :et s. ,on+s " r om new /i ndi " i l ms com!r i se % !er cent o" t he t ot al
i ndust r y r evenue and t he )o; o""i ce !o!ul ar i t y o" t he " i l m t y!i cal l y
dr i ves sal es. I n I ndi a9 +r owi n+ !i r acy and " r ee downl oads have r educed
musi c )uyi n+. $onse7uent l y9 t he i ndust r y has shr un: t o ar ound I3R 1
)i l l i on " r om ar ound I 3R 13. 5 )i l l i on9 t hr ee year s a+o. The si l ver
l i ni n+ i s t hat t hou+h musi c )uyi n+ " r om l e+i t i mat e sour ces mi +ht have
r educed9 t he del i ver y o" musi c t hr ou+h new " or mat s9 l i :e F5 r adi o9
i nt er net and mo)i l e !hones has act ual l y i ncr eased i nt er est i n musi c.
The " ut ur e +r owt h i s l i :el y t o come " r om non- !hys i cal " or mat s l i :e
di +i t al downl oads r oyal t y i ncome9 r i n+t ones9 et c. The r ol l out o"
addi t i onal di st r i )ut i on !l at " or ms l i :e 1T/9 di +i t al ca)l e and I (- T&
wi t h t he +r owi n+ !o!ul ar i t y o" l ar+e " or mat r et ai l st or es wi l l cr eat e
many mor e channel s sel l i n+ musi c. ed
r et ai l !l ayer s9 who coul d l ever a+e economi es o" scal e i n cont ent
!r ocur ement and di st r i )ut i on.
2ei sure entertai nment l i +e theme (ar+s
Ti l l dat e9 out door ent er t ai nment i n I ndi a has seen l i mi t ed act i on wi t h
" ew si +ni " i cant i nvest ment s. Thi s i s chan+i n+ as l eadi n+ i nt er nat i onal
!l ayer s ar e e;!l or i n+ t he I ndi an o!!or t uni t y. The chal l en+e her e wi l l
)e !r ovi di n+ a cost - e""ect i ve and !r o" i t a)l e val ue !r o!osi t i on t o t he
I ndi an consumer.
2i *e entertai nment,
The l i ve ent er t ai nment i ndust r y i n I ndi a i s l ar+el y unor+ani >ed wi t h
" ew !l ayer s havi n+ t he r e7ui si t e cr i t i cal mass. The +r adual r educt i on
- 15 -
o" ent er t ai nment t a; acr oss st at es wi l l ma:e t he sect or mor e at t r act i ve9
dr awi n+ i n l ar+e cor !or at e and mul t i nat i onal s. Thi s i s l i :el y t o r esul t
i n i ncr eased mar :et i n+ i nvest ment s and cr eat i on o" wor l d- cl ass
i n" r ast r uct ur e l i :e convent i on cent er s. 0oi n+ " orwar d9 t her e coul d )e
col l a)or at i on wi t h ot her const i t uent s o" t he ent er t ai nment i ndust r y9
l i :e " i l ms9 t el evi si on and musi c.
- 16 -
CHAPTER 2
Introduction of Broadcast Media
- 17 -
History
Tel evi si on i n I ndi a has )een i n e;i st ence si nce " our decades.
For t he " i r st 17 year s t r ansmi ssi on was mai nl y i n )l ac: D whi t e.
Tel evi si on has come t o t he " or e" r ont onl y i n t he !ast 21 year s and
mor e so i n t he !ast 13. Ther e wer e i ni t i al l y t wo i +ni t i on !oi nt s' t he
" i r st i n t he ei +ht i es when col our T& was i nt r oduced )y st at e- owned
)r oadcast er 1oor dar shan A 11B t i med wi t h t he 1-#2 2si an 0ames whi ch
I ndi a host ed. The second s!ar : came i n t he ear l y ni net i es wi t h t he
)r oadcast o" sat el l i t e T& )y " or ei +n !r o+r ammer s l i :e $33 " ol l owed
)y ,t ar T& and a l i t t l e l at er )y domest i c channel s such as Eee T& and
,un T& i nt o I ndi an homes.
(r i or t o t hi s9 I ndi an vi ewer s had t o ma:e do wi t h 11? s chosen
" ar e whi ch was dul l 9 non- commer ci al i n nat ur e9 di r ect ed t owar ds onl y
educat i on and soci o- economi c devel o!ment . Ent er t ai nment !r o+r amme
wer e " ew and " ar )et ween. 2nd when t he sol i t ar y " ew soa!s l i :e /um
.o+ A 1-#%B 9 and myt hol o+i cal dr amas' Ramayan A 1-#7- ##B and
5aha)har at A 1-##- #-B wer e t el evi sed9 mi l l i ons o" vi ewer s st ayed +l ued
t o t hei r set s. The +over nment st ar t ed t a;i n+ ca)l e o!er at or s i n a )i d t o
+ener at e r evenue. The r at es var i ed i n t he 26 st at es t hat +o t o " or m
I ndi a and r an+ed " r om 35 !er cent u!war ds.
The aut hor i t i es moved i n t o r e+ul at e t he )usi ness and a $a)l e T&
2ct was !assed i n 1--5. The a!e; cour t i n t he count r y9 t he ,u!r eme
$our t 9 !assed a * ud+ement t hat t he ai r waves ar e not t he !r o!er t y o"
t he I ndi an +over nment and any I ndi an ci t i >en want i n+ t o use t hem
shoul d )e al l owed t o do so. The +over nment r eact ed )y ma:i n+ e""or t s
t o +et some r e+ul at i on i n !l ace )y set t i n+ u! commi t t ees t o su++est
what t he )r oadcast i n+ l aw o" I ndi a shoul d )e9 as t he sect or was st i l l
- 1# -
)ei n+ +over ned )y l aws whi ch wer e !assed i n 1-t h cent ur y I ndi a. 2
)r oadcast i n+ )i l l was dr awn u! i n 1--7 and i nt r oduced i n !ar l i ament .
Ca'l e tel e*i si on
The i mmedi at e r eact i on o" anyone t a:i n+ a l oo: at t he !enet r at i on o"
ca)l e T& i n I ndi a woul d )e t hat t her e ar e !ot s o" money t o )e made.
$a)l e o!er at or s char+e a su)scr i )er anywher e " r om Rs 5 " or a 1- 12
channel ser vi ce t o Rs 125- 15 a mont h " or a 3- 6 channel !l us
ser vi ce. Even i " we consi der t hat t her e ar e * ust 2 mi l l i on ca)l e T&
homes i n I ndi a A whi ch i s a conser vat i ve " i +ur eB 9 and t hat a ca)l e
o!er at or on an aver a+e +et s a)out Rs 1 !er su)scr i )er9 t he nat i onal
mont hl y r evenues wor : out t o Rs 2 mi l l i on " r om ca)l e T&. 6n an
annual )asi s9 t he !ot ent i al r evenues wor : out t o Rs 2%9 mi l l i on A F,
G6 mi l l i onB . That " i +ur e i s * ust t he t i ! o" t he i ce)er+9 and hence i t
may l oo: at t r act i ve enou+h t o ma:e any west er n ca)l e o!er at or or
l ar+e I ndi an com!any t o st ar t l i c:i n+ i t s cho!s.
The count r y i s est i mat ed t o have anywher e " r om 39 - 69
ca)l e o!er at or s. 2 wi de r an+e as any )ut t he +ener al o!i ni on i s t hat t he
" i +ur e i s cl oser t o t he l ower num)er. The num)er o" o!er at or s who
r e+i st er ed t hemsel ves wi t h t he !ost o""i ce a" t er t he $a)l e T& 3et wor :
Re+ul at i on 2ct 9 1--5 mandat ed so i s a)out 169 . The aver a+e si >e o"
each net wor : i s est i mat ed at 2 su)scr i )er s i n t he ma* or met r os9
a)out 2- 3 " or smal l er t owns and 5- 1 " or r ur al ar eas. Fnt i l
1--%9 t he aver a+e si >e was a)out one- " our t h what i t i s now " or ur )an
I ndi a. 5ost o" t he net wor :s had )een set u! )y smal l - t i me
ent r e!r eneur s and wer e )ui l t wi t hout any r e+ul at i ons i n !l ace. ed " or t he i nvest i +at i on at hand. The t y!e o" dat a9
whi ch r esear cher uses t o conduct mar :et sur vey9 i s !r i mar y dat a.
- %- -
-.- "A1PE DE"I0N
I n sam!l i n+ sur vey- sel ect ed sam!l e ar e det er mi nat e and sur veyed " or
col l ect i on o" r el evant dat a " or t hat i t has em!l oyed sam!l i n+ met hod.
/er e " or r esear ch !ur !ose sam!l i n+ !l an i s !r e!ar ed. Thi s !l an cal l ed
" or t hr ee deci si ons.
IB Sam(l i n" uni t
IIB Sam(l e si 3e
IIIB Sam(l i n" (rocedure
? ,am!l i n+ uni t A who i s t o )e sur veyedRB
The sam!l i n+ uni t s ar e t he +ener al vi ewer s. &iewer s ar e " r om
2hmeda)ad.
? ,am!l e si >e A3o. (eo!l e shoul d )e sur veyedB
.ar+e sam!l e +i ves mor e r el i a)l e sam!l e. ,o " or r esear ch 225 vi ewer s
" r om di ""er ent !l aces have )een sur veyed. Each and ever y vi ewer i s
cont act ed t o hi s or her !r e" er ence9 at t i t ude and !er ce!t i on t owar ds
r eal i t y shows.
? ,am!l i n+ !r ocedur e A how shoul d t he r es!ondent s chosenRB
To o)t ai n r e!r esent at i ve cent er sam!l e o" t he !o!ul at i on shoul d )e
dr awn. Thus her e non- !r o)a)i l i t y9 conveni ent sam!l i n+ met hod i s
used.
- 5 -
-.2 I1ITATION" OF THE "TUD!
6wi n+ t o l i mi t ed t i me and r esour ces9 t he !r esent st udy was
l i mi t ed t o 225 r es!ondent s " r om 2hmeda)ad ci t y. /owever9 at t ent i on
has )een !ai d t o cover al l t he mar :et se+ment s. 2 " ew er r or s have
cr e!t i n des!i t e o" my e""or t s t o avoi d i t 9 such as
• @e have used conveni ence sam!l i n+ so t hat t he anal ys i s
may not )e t r ue !i ct ur e o" t ar+et !o!ul at i on.
• The vi ews i n t hi s r esear ch !r edomi nant l y r e" l ect t he vi ews
o" vi ewer s )el on+i n+ t o 2hmeda)ad. ,o t hese " i ndi n+s may
not " ul l y com!l y wi t h t he vi ews o" vi ewer s o" r eal i t y
shows " r om ot her ci t i es.
• 2nswer s o" 7uest i onnai r e de!end u!on )el i e" o"
r es!ondent s9 whi ch may di ""er " r om t he r eal i t y.
• Ther e ar e !ossi )i l i t i es o" e;a++er at ed i n" or mat i on +i ven )y
r es!ondent s t o i m!r ess or t o cut shor t t he i nt er vi ewer s.
-.3 H!POTHE"I" OF THE "TUD!
Hiae( or un#iae( 225 2.74 1.121 .075
Money ma9ing or 4!0 225 1.86 1.220 .081
Mo(ern or Tra(itional 225 2.28 1.249 .083
1ntereting or 3nintereting 225 2.52 1.177 .078
Ta'le #B2B3B2
- #% -
One()a'ple &est
Tet /alue ? 3
955 4on)i(ence 1nterval o) the
=i))erence
t () !ig. 62%taile(7 Mean =i))erence 8o$er 3**er
0eal or unreal %.464 224 .643 %.040 %.21 .13
Talent hunt or *u#licity %1.922 224 .056 %.164 %.33 .00
>iae( or un#iae( %3.509 224 .001 %.262 %.41 %.11
Money ma9ing or 4!0 %14.043 224 .000 %1.142 %1.30 %.98
Mo(ern or Tra(itional %8.648 224 .000 %.720 %.88 %.56
1ntereting or 3nintereting %6.063 224 .000 %.476 %.63 %.32
7ecision rule,
I " t he si +ni " i cance val ue i s l ess t han . 5 t hen t he nul l hy!ot hesi s i s
r e* ect ed and i " t he si +ni " i cance val ue i s mor e t han . 5 t hen t he nul l
hy!ot hesi s i s acce!t ed.
/er e e;ce!t " i r st " act or t hat i s r eal and unr eal C al l show si +ni " i cance
val ue l ess t han . 5. so i t can )e concl uded t hat vi ewer sK !er cei ve
r eal i t y shows as unr eal 9 t al ent hunt 9 )i ased9 5oney ma:i n+9 5oder n
conce!t and i nt er est i n+.
- #5 -
2.2.-. Fa)to& anal'sis
Fact or anal ys i s9 whi ch i dent i " i es t he l at ent or under l yi n+ " act or s
" r om an ar r ay o" seemi n+l y i m!or t ant var i a)l es9 was done. I n a mor e
+ener al way9 " act or anal ys i s i s a set o" t echni 7ues9 whi ch9 )y anal y>i n+
t he cor r el at i on )et ween var i a)l es9 r educes t hei r num)er s i nt o " ewer
" act or s9 whi ch e;!l ai n much o" t he or i +i nal dat a9 mor e economi cal l y.
3ar+und:ar 25.
5easur e o" sam!l e ade7uacy such as artlett2 Tet o) !*hericity "**ro,. 4hi%!quare 321.913
=) 66
!ig. .000
The st andar d !r act i ce nor mal l y used i s t hat al l t he " act or s wi t h an
Ei +enval ue o" 1 or mor e shoul d )e e;t r act ed. The ,cr ee !l ot cl ear l y
shows t hat t her e ar e % " act or s havi n+ Ei +enval ue mor e t han 1 A i n ot her
wor ds9 a " act or must e;!l ai n at l east as much o" t he var i ance i " not
mor e9 t han a si n+l e or i +i nal var i a)l e. B
- #6 -
Fi+. 1
Thus " our " act or s wer e e;t r act ed. The sol ut i on o" " act or anal ysi s +ave
" our " act or s9 whi ch e;!l ai ned 55I o" t he t ot al var i ance. The r esul t s
wer e o)t ai ned t hr ou+h or t ho+onal r ot at i ons wi t h &ar i ma; met hod. The
name o" t he " act or s9 var i a)l e l a)el s and " act or l oadi n+s ar e
summar i >ed i n t he )el ow +i ven t a)l e.
- #7 -
Ta'le #B2B!B2
&otal -ariance ,.plained
4om*onent
1nitial +igenvalue 0otation !um o) !quare( 8oa(ing
Total 5 o) /ariance
4umulative
5 Total 5 o) /ariance 4umulative 5
1 2.379 19.824 19.824 2.029 16.907 16.907
2 1.721 14.345 34.169 1.679 13.994 30.901
3 1.259 10.491 44.660 1.417 11.811 42.712
4 1.100 9.170 53.830 1.334 11.118 53.830
5 .981 8.174 62.004
6 .849 7.075 69.079
7 .818 6.819 75.898
8 .704 5.869 81.767
9 .664 5.535 87.303
10 .606 5.051 92.354
11 .481 4.005 96.358
12 .437 3.642 100.000
+,traction Metho(A Princi*al 4om*onent "nalyi.
E;t r act i on 5et hod' (r i nci !al $om!onent 2nal ysi s
The t a)l e shown )el ow de!i ct s t hat '
Fact or 1 i s a l i near com)i nat i on o" var i a)l es 59 # and -.
Fact or 2 i s a l i near com)i nat i on o" var i a)l es 19 2 and 3.
Fact or 3 i s a l i near com)i nat i on o" var i a)l es %9 6 and 12.
Fact or % i s a l i near com)i nat i on o" var i a)l es 1 and 11.
2l l t he % " act or s col l ect i vel y e;!l ai ned 5%. I o" t he t ot al var i ance
Ta'le #B2B!B3
- ## -
Rotated Com(onent Matri-
$om!onent
1 2 3 %
5otin" System is the ay of
in*ol*in" audience (artici(antsB
.252 EB$3# .27% .1%7
5otin" System is the ay of Earnin"B .1%1 B&$# .1%1 .67
5otin" System is not RealB -.%25 B$3< .13# -.13
5otin" System is for "ainin" more
Po(ularityB
-.27- -.-# B&!! .-3
5otin" System is a (ro(er ay to
choose innerB
B$&3 -.#3 -.62 .1-
:ud"es are un'iased on e*aluation of
(artici(antsB
.35 .1%% B#22 -.27
5otin" ma+es sho more interestin"B .%56 -.255 .%12 .#6
?inner of the sho actually deser*es
to inB
B&