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Case
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Reference no. 301-212-1
Authors: A Mukund; K Subhadra
Published by: IBS Center for Management Research
Published in: 2001
Length: 7 pages
Data source: Published sources

Abstract

This case deals with the programming strategies followed by two rival satellite television channels, Zee TV and Star Plus, in the Indian market. The success of Star Plus' pioneering gameshow effort 'Kaun Banega Crorepati' (KBC) forced rival Zee TV to come up with its own gameshow 'Sawal Dus Crore Ka' (SDCK). The case examines in detail the mistakes committed by Zee TV, which eventually led to the failure of SDCK. The case is so structured as to induce students to think about the merits and demerits of game shows offering a large amount as prize money to garner viewership. Students should be able to understand the importance of TRP's to garner the advertising revenue - an important source of income for the channels. The tutor can use the discussion to bring out the circumstances which forced Zee TV to come up with SDCK, followed by studying in detail the reasons for its failure. The case can be used to highlight the importance of programming mix and media planning in the success of a television program. The case can used effectively, both in classroom discussions as well as distance learning programs. The moderator could initiate a discussion with questions like: Why do you think KBC went on to become such a huge success? Do you think Zee made a right decision by launching a 'me-too' program? Did it have any other options? The moderator can also start a discussion with an overview of the industry. The satellite television programs can be discussed in two phases - pre-KBC and post-KBC. The moderator can bring in inputs regarding the third major player, ie Sony TV in order to make the discussion more broad-based. The ethical and moral dimensions of game shows offering huge prize money, leading to negligence of creativity in program designing can also be incorporated in the discussion. The session can be closed with a mention of the concept of reality shows and their acceptance level in Indian society.

Teaching and learning

This item is suitable for postgraduate courses.

About

Abstract

This case deals with the programming strategies followed by two rival satellite television channels, Zee TV and Star Plus, in the Indian market. The success of Star Plus' pioneering gameshow effort 'Kaun Banega Crorepati' (KBC) forced rival Zee TV to come up with its own gameshow 'Sawal Dus Crore Ka' (SDCK). The case examines in detail the mistakes committed by Zee TV, which eventually led to the failure of SDCK. The case is so structured as to induce students to think about the merits and demerits of game shows offering a large amount as prize money to garner viewership. Students should be able to understand the importance of TRP's to garner the advertising revenue - an important source of income for the channels. The tutor can use the discussion to bring out the circumstances which forced Zee TV to come up with SDCK, followed by studying in detail the reasons for its failure. The case can be used to highlight the importance of programming mix and media planning in the success of a television program. The case can used effectively, both in classroom discussions as well as distance learning programs. The moderator could initiate a discussion with questions like: Why do you think KBC went on to become such a huge success? Do you think Zee made a right decision by launching a 'me-too' program? Did it have any other options? The moderator can also start a discussion with an overview of the industry. The satellite television programs can be discussed in two phases - pre-KBC and post-KBC. The moderator can bring in inputs regarding the third major player, ie Sony TV in order to make the discussion more broad-based. The ethical and moral dimensions of game shows offering huge prize money, leading to negligence of creativity in program designing can also be incorporated in the discussion. The session can be closed with a mention of the concept of reality shows and their acceptance level in Indian society.

Teaching and learning

This item is suitable for postgraduate courses.

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