CASE STUDY ANALYSIS:

Comedy Nights with Kapil

Problems:
 The show has reached its maturity stage. This is reflected in the repetition of celebrity
visits.
 The broadcasting channel is likely to be negatively impacted by its competitors,
forcing it to revisit its pricing strategies for advertisement slots for live telecasts and
online broadcasting outlets.
 Saturation of content, which is impacting its customer acceptance and brand value.
 Likeliness of reduction in the frequency of telecasts to once a week or completely
calling off its next season.
 Challenge of continuing to leverage its exceptional value for itself and also for the
associated members: the broadcasting channel, producers, advertisers, sponsors, and
the audience.
 Development of a sound future business strategy to keep the show afloat and for
better value creation.
Probable Solutions:
 Avoiding repetition of celebrity visits as far as possible. They can conduct weekly
audience polls as to which celebrities should be invited to the show. Reduce the per
episode duration instead of reducing the frequency of telecasts or cancelling an entire
season. This would help the show to continue to act as a key player in the industry and
not lose its market.
 There should be a change/addition in the format of the show. For example, new and
different styles of comedy like situational comedy, anecdotal comedy, etc. should be
introduced in the show, and only sketch comedy should not be focused upon.
Moreover, the producers of the show can keep 1-2 episodes in every month such that
some of its viewers can be chosen through a lucky draw system to participate in an
episode as actors and come up with their own comic characters. Changes like these
will give the show a creative edge over its competitors.
 Employment of new comedians and actors who can bring in new and different styles
of comedy, thus ensuring versatility.
 Airing not just on TV, but also on other media like radio, since a majority of the
population does not have 24x7 access to electricity and a lot of people in rural India
cannot afford to buy TV sets. It must be noted that almost 70% of Indian population is
still rural.
Pros and Cons of Some of the Best Solutions mentioned above:
 Solution: Conduction of audience polls to invite celebrities, in order to avoid
repetition of guests.
 o Pro: This would avoid repetition of guests to some extent and would also put
out an impression that the creators of the show value the preferences of their
audience.
o Con: A lot of times, some celebrities will be the common favourites among
majority of the audience, which might lead to repetition all over again.
 Steps to reduce negative aspects: There are two consecutive episodes
every weekend. In every audience poll that will be conducted, the
celebrity with the highest number of votes will be invited on Saturday,
while the one with the second highest number of votes will be invited
on Sunday.
 Solution: Changes/additions in the format of the show and employment of new
comedians
o Pro: This will bring about diversification of content which, in turn, will attract
greater audience.
o Con: This will increase the costs greatly.