Description
New forms of content will emerge to cater to select viewers, as the industry evolves. Content like community radio and local television, that were unviable earlier, will also emerge stronger through new delivery formats.
Viewers Preference towards Reality Shows
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 -
Viewers Preference towards Reality Shows
CHAPTER 1
Introduction of Entertainment and Media
Industry
- 2 -
Viewers Preference towards Reality Shows
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,
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Viewers Preference towards Reality Shows
(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
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Viewers Preference towards Reality Shows
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
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.
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Viewers Preference towards Reality Shows
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
!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.
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Viewers Preference towards Reality Shows
(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
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Viewers Preference towards Reality Shows
? 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
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Viewers Preference towards Reality Shows
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.
- 11 -
Viewers Preference towards Reality Shows
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.
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 .
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Viewers Preference towards Reality Shows
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
!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
- 15 -
Viewers Preference towards Reality Shows
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
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 -
Viewers Preference towards Reality Shows
CHAPTER 2
Introduction of Broadcast Media
- 17 -
Viewers Preference towards Reality Shows
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
- 1# -
Viewers Preference towards Reality Shows
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
)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.
- 51 -
Viewers Preference towards Reality Shows
-.- "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.
- 52 -
Viewers Preference towards Reality Shows
-.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!
Hi 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
- - -
Viewers Preference towards Reality Shows
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
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.
- -1 -
Viewers Preference towards Reality Shows
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
- -2 -
Viewers Preference towards Reality Shows
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
- -3 -
Viewers Preference towards Reality Shows
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&
New forms of content will emerge to cater to select viewers, as the industry evolves. Content like community radio and local television, that were unviable earlier, will also emerge stronger through new delivery formats.
Viewers Preference towards Reality Shows
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 -
Viewers Preference towards Reality Shows
CHAPTER 1
Introduction of Entertainment and Media
Industry
- 2 -
Viewers Preference towards Reality Shows
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 -
Viewers Preference towards Reality Shows
(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
- 6 -
Viewers Preference towards Reality Shows
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
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.
- 7 -
Viewers Preference towards Reality Shows
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
!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.
- # -
Viewers Preference towards Reality Shows
(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
- - -
Viewers Preference towards Reality Shows
? 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 -
Viewers Preference towards Reality Shows
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.
- 11 -
Viewers Preference towards Reality Shows
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.
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 .
- 12 -
Viewers Preference towards Reality Shows
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
!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
- 15 -
Viewers Preference towards Reality Shows
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
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 -
Viewers Preference towards Reality Shows
CHAPTER 2
Introduction of Broadcast Media
- 17 -
Viewers Preference towards Reality Shows
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
- 1# -
Viewers Preference towards Reality Shows
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
)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.
- 51 -
Viewers Preference towards Reality Shows
-.- "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.
- 52 -
Viewers Preference towards Reality Shows
-.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!
Hi 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
- - -
Viewers Preference towards Reality Shows
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
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.
- -1 -
Viewers Preference towards Reality Shows
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
- -2 -
Viewers Preference towards Reality Shows
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
- -3 -
Viewers Preference towards Reality Shows
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&