Consumer Behavior

Demand Analysis Of A
Music Reality Show
(Indian Idol)
 Objectives
• To study the demand for reality shows

• Analyze the demand for Indian Idol as it laid the

benchmark in music reality shows

• Justify the change in demand for Indian Idol over the last
three seasons

• Suggest some changes that can be made to stimulate the

demand for Indian Idol in the next season
Importance Of Demand Analysis To Tv
• Demand analysis helps
in understanding tastes
and preferences of
consumers
• It is a tool that helps
take decisions on what
factors need to be
changed as per consumer
demand
• It is a method of
comparing performances
with competitors
History Of Indian Television
• 1970’s Doordarshan the only
entertainer for 2 decades
• 1990’s Zee TV, Star TV and
many more foreign channels
entered India via Satellite
• Mid 1990’s Daily soaps like
“Tara”, “Shanti” and
“Swabhimaan” ruled
• Y2K “Kyunki Saas Bhi Kabhi
Bahu Thi” and “Kahani Ghar
Ghar Ki” created history giving
a new dimension to Indian
television
• And since then daily soaps ruled
the small screen
TILL………..
Reality Shows Emerge…..
• Daily soaps reached a
saturation point
• Reality shows started
gaining importance
• Presence was felt
• Shows such as “ V-Pop
stars”, “Mtv Roadies”
and “Mtv Bakra” swung
the youth but couldn’t
attract the masses
Indian Idol Sets The Bar High
• 2004 “INDIAN IDOL” a
reality show that draws the
masses
• The entire nation is driven
by the Indian Idol Fever
• Capturing all Age groups
and Income levels as never
before
• Indian Idol sets the bar
really really high!!!!
 Research Methodology
• Research Design: Exploratory and Descriptive

• Primary Data : Consumer Survey

• Secondary Data : Websites, Magazines

• Data Analysis Method: Mean, Weighted Mean

and correlation
 Reality Shows Swing The Nation
70%
60% • Television Programs are
50%
40%
viewed by all age groups
30%
20%
and income levels
10%
0%
• Nearly 65% people watch
<1hr 1-2hrs 2-3hrs 3-4hrs about 2-3hrs of television
40%
per day
35%
30% • Reality shows are more
25%
20% preferred as compared to
15%
10% daily soaps, news, sports
5%
0% and talk shows
news sports daily reality talk shows
soaps shows
 Survey Says….
• Reality Shows motivate
the youth
• Encourage young talent
• Act as a “Stepping Stone”
towards success
• Hunt talent even from
villages
• Create anxiety of what is
going to happen next
 Indian Idol Then And Now

TRPs
5

4.8

4.6
2nd week 4th week 8th week 16th week
4.4
Demand for Indian Idol 1 4.2
4

3.8
Sa Re Ga Ma Hero Honda Indian Idol Voice of India

Demand for Reality Music Shows Now

Ist season 2nd Season 3rd Season

Demand for Indian Idol Season Wise

 Survey Shows….
60%

50%

40%

30%

20%

10%

0%
only judges only public 50%judges 50%
public

People are disappointed with the judging pattern of

Indian Idol
 Reasons For The Declining Demand
• Availability of
substitutes (Hero Honda
Sa Re Ga Ma Pa
Challenge, Voice Of
India)
• Reduced Marketing
• Lack of innovative
changes in new seasons
• Constant comparison
with competitors
 Reasons For The Declining Demand

Talent Hunt or Music Stunt?

• Changing preferences
of consumers as they want to see more “drama”
• People wonder if it is a “talent hunt or a music stunt”
• Disappointing judging pattern (voting system)
• A possibility of being biased as only male contestants
have been winning in all the seasons
Indian Idol TRPs Can Be Increased If..
• Voting system is changed
• Celebrity Judges are asked
to rate the contestants
• More training sessions are
shown
• Let top 10 contestants
perform at public places
to increase popularity