Lakme

MARKETING OF REALITY SHOWS AND EVENTS
PROBLEM DEFINITION
The study of the project is undertaken to know how the reality shows and
events are marketed and what are the major sources of their income.
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OBJECTIVE OF THE STUDY

The objective is to know the sponsorers of the top reality shows and
events.
To know the strategies followed by reality shows for its marketing.
Impact of reality shows on daily soaps and society.
LIMITATION OF THE PROJECT

The limitation of the project is that, the reality shows are of varied
nature and people involved have multi culture.
It is difficult to gather primary data as every company have different
marketing strategy which is not reveled to common public.
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INTRODUCTION
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3.1 WHAT IS MARKETING?

WHAT IS MARKETING?
There are many different definitions of marketing, some of them are as follows:1. The all-embracing function that links the business with customer needs
and wants in order to get the right product to the right place at the right
time
2. Marketing may be defined as a set of human activities directed at
facilitating and consummating exchanges
3. The management process that identifies, anticipates and supplies customer
requirements efficiently and profitably
But, which definition is right?
In short, they all are. They all try to embody the essence of marketing:
Marketing is about meeting the needs and wants of customers.
Marketing is a business-wide function it is not something that operates
alone from other business activities.
Marketing is about understanding customers and finding ways to provide
products or services which customers demand.
To help put things into context, it is helpful to refer to the following diagram which
summarizes the key elements of marketing and their relationships:
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Marketing is basically your interaction with your consumer. This interaction

with your consumer is done so that you can get the consumer to purchase your
product or service. Basically that is what marketing is all about, getting the
customer to purchase your product or service!
There is a tendency to confuse marketing with other terms like
advertising or publicity etc. However, advertising is only a small part of
marketing. Advertising is one of the ways in which you can get the customer to
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purchase your product or service. There are many other ways. Like "publicity"
though newspapers will increase awareness about your product or service and thus
may get the customer to purchase your product or service.
The point is that marketing is a mixture of all the activities of advertising,
promotion, publicity, deciding the look and feel of the product, how it will be sold
and sent to the consumer etc. All of these are the different parts of marketing. They
are not marketing.
Marketing can be thought of as a mixture of all these activities that will get
the consumer to buy your product. In fact, this gives us one of the important terms
related to marketing called "marketing mix". Marketing mix, as stated above is a
mixture of all the above stated activities designed to get a particular set of
consumers to buy your product.
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3.2 MARKETING MIX FOR REALITY SHOWS
When marketing their products firms need to create a successful mix of: The right product
Sold at the right price
In the right place
Using the most suitable promotion.
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PRODUCT
It is a tangible good or an intangible service that is mass produced or
manufactured on a large scale with a specific volume of units. Intangible
products are service based like the tourism industry & the hotel industry or
codes-based products like cell phone load and credits. Typical examples of a
mass produced tangible object are the motor car. A less obvious but
ubiquitous mass produced service is a computer operating system.
Packaging also needs to be taken into consideration. Every product is subject
to a life-cycle including a growth phase followed by an eventual period of
decline as the product approaches market saturation. To retain its
competitiveness in the market, product differentiation is required and is one
of the strategies to differentiate a product from its competitors. Reality
shows have short life as it is based on a concept and given line up but it
comes up with new seasons.
PRICE
The price is the amount a customer pays for the product. The business may
increase or decrease the price of product if other stores have the same
product. Of all the aspects of the marketing mix, price is the one, which
creates sales revenue - all the others are costs. The price of an item is clearly
an important determinant of the value of sales made. In theory, price is really
determined by the discovery of what customers perceive is the value of the
item on sale. Researching consumers opinions about pricing is important as
it indicates how they value what they are looking for as well as what they
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want to pay. An organizations pricing policy will vary according to time and
circumstances. Crudely speaking, the value of water in the Lake District will
be considerably different from the value of water in the desert. In reality
shows money is mostly collected through sponsorships, SMS, voting, etc.
PROMOTION
Promotion represents all of the communications that a marketer may use in
the marketplace. Promotion has four distinct elements:-advertising, public
relations, personal selling and sales. A certain amount of crossover occurs
when promotion uses the four principal elements together, which is common
in film promotion. Advertising covers any communication that is paid for,
from cinema commercials, radio and Internet adverts through print media
and billboards. Public relations are where the communication is not directly
paid for and includes press releases, sponsorship deals, exhibitions,
conferences, seminars or trade fairs and events. Word of mouth is any
apparently informal communication about the product by ordinary
individuals, satisfied customers or people specifically engaged to create
word of mouth momentum. Sales staff often plays an important role in word
of mouth and Public Relations. The cost associated with promotion or
advertising goods and services often represents a sizeable proportion of the
overall cost of producing an item. However, successful promotion increases
sales so that advertising and other costs are spread over a larger output.
Though increased promotional activity is often a sign of a response to a
problem such as competitive activity, it enables an organization to develop
and build up a succession of messages and can be extremely cost-effective .
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In reality shows promotion is done through news papers, television, radio,

hoardings, etc.
PLACE
A way of getting the product to the consumer and/or how easily accessible it
is to consumers. Any organization, before introducing its products or
services into the market, conducts a market survey. The sequence of all 'P's
as above is very much important in every stage of product life cycle
Introduction, Growth, Maturity and Decline. In reality shows place refers to
audition across various states in the county and even over seas & the venue
where the actual show takes place.
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3.3 MARKETING MIX OF EVENTS

A marketing mix is a unique combination of marketing procedure and
policies used by a firm. Marketing mix evolves from the firm strategy and tactics,
its resources, and market forces. An optimizing marketing mix must blend
empirical information with an assessment of future market trends. Understanding
an application of marketing mix is a step forward in the development of scientific
marketing.
Ma Cathy classifies marketing mix into 4 broad groups that he calls the 4Ps
of marketing Product, Price, Place and Promotion may not be applicable so the
marketing mix is as follows PRODUCT
A product is anything that is offered to the market. For attention acquisition
and consumption that can satisfy a need or want. The product includes
features like variety, quality, design, features, brand name, packaging,
services, size, warranties and return. Now talking event as product how will
you apply in these features?
As seen earlier, events are of varied nature such corporate events, special
events, charity shows, etc. The quality and the design for the event depend
upon the uniqueness of the events, the skills and the requirement of the
event. Event may include features like targeting the audience, launching a
product as well as providing entertainment. The more such features the more
is the utility. The services are similar to the features. The event might
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provide service to the organization by implementing these features and more

the service the more value for the event more the price.
PRICE
Price is the exchange value of the product, which the seller is willing to sell
and buyer is willing to buy. The price must be good enough to bring returns
to the company as well as attract customers for purchase. Price includes list
price, discounts, allowances, payment periods and credit terms. The price
depends on the quality of event the event planner is staging. Usually, the
budget is given by consumer in which the event planner has to manage the
show and take out his profit from it.
PROMOTION
Promotion activities are required to communicate and convince the buyers to
buy the product and the service. Promotion creates demand for the product
and service and develops and brand image. Promotion includes sale
promotion, advertising sales force, P. R., direct marketing. Promotion of
event creates awareness of the event. It refers to placing the product in the
hands of buyers. The place must be effective enough to transfer the message
to the audience. It includes channels, coverage, assortments, locations,
inventory and transport. These factors vary from event to event. It also
depends on the want of the customer, like even if the event is corporate one,
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it need not always be in the office premises if the mood is a lighter one the
outdoor location can be taken.
PEOPLE
The skilled technicians, designers, suppliers, customers formulate this part
of the marketing mix. The marketing manager must have a thorough
knowledge of the various variables and features that effect the marketing
mix. After analyzing the various elements of marketing mix, he must
combine them because they are interrelated.
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3.4 CURRENT SCENARIO

Every time when you see program like Film Fare awards on those pop
concerts and beauty pagents you would have wondered how people manage to set up
such brilliant shows. Every tiny detail from your entering the venue to your going
out is a result of rigorous planning. Wellthats Event Management!
Organizing an event is no longer a cup of tea. It involves professionals at
every level. Today event management is a ` 500 crore industry and is continuously
rising.
There are many intricacies involved in event management. Many layers
complicate the big event. Too many things need to be wrapped up in a short while.
In due consideration Event Management Companies are set-up. They organize
from head to toe. All you have to do is provide them with the basic information,
the rest they organize.
Huge companies are set-up. To a name a few in India we have Wizcraft,
TBWA PR, Percept D Mark, Hungama dot com, Red Bull.
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3.5 IMC TOOLS

1. ADVERTISING
2. DIRECT MARKETING
3. INTERACTIVE/INTERNET MARKETING
4. SALES PROMOTION
5. PUBLICITY
6. PUBLIC RELATIONS
7. SPONSORSHIPS
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3.6 WHAT IS REALITY SHOWS AND EVENTS
Reality television is a genre of television programming that presents

purportedly unscripted dramatic or humorous situations, documents actual events,
and usually features ordinary people instead of professional actors, sometimes in a
contest or other situation where a prize is awarded. The genre has existed in
some form or another since the early years of television, began in earnest as a
television formula in the 1990s, and exploded as a global phenomenon around
1999-2000, via series such as Big Brother and Survivor.
Programs in the reality television genre are commonly called "reality shows"
and often are produced in series. Documentaries and nonfictional programming
such as news and sports shows are usually not classified as reality shows. The
genre covers a wide range of programming formats, from game or quiz shows.
Reality television frequently portrays a modified and highly influenced form
of reality, utilizing sensationalism to attract viewers and so to generate advertising
profits.
Participants are often placed in exotic locations or abnormal situations, and
are sometimes coached to act in specific scripted ways by off-screen "story editors"
or "segment producers," with the portrayal of events and speech manipulated and
contrived to create an illusion of reality through editing and other post-production
techniques.
Reality TV as we know it began back in 1992 when MTV first broadcast The Real
World. It was an experimental show that took seven people from different
backgrounds and placed them in a house to live together for several months and
have their interactions filmed. It wasn't even known as reality TV back then, more
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so as a documentary. Today, reality TV programming has exploded. You can hardly

turn on the television - to any channel - and not find a reality show.
Reality TV is the new mantra of television producers and channel
executives. It is the means to increase TRP ratings and the end is always to
outdo the other channels and the similar-but-tweaked-here-and-there shows
churned out by the competition.
AN EVENT IS
Something that happens at a given place and time.
A phenomenon located at a single point in space time, the fundamental
observational entity in relativity theory
A non-persistent, time based occurrence.
In probability, an event is an occurrence or the possibility of an occurrence
that is being investigated.
Segment of dramatic action with three-step structure.
An occurrence
A mark or nation put on sonar record, or embedded in stored data,
representing the moment of navigational fix or other critical occurrences
during a survey. Event marks are important in assessing progress of a survey
and in tying navigation logs to sonar data. Modern computer data processors
which geocode every sonar ping have simplified the practice of manual log
keeping, but event marks are still important as progress references and data
related geodetic markers.
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A contest of one or more sessions.

An incident or situation which occurs in a particular place during particular
interval of time.
An action or occurrence to which an application can respond.
Anything that happens or is regarded as happening.
An occurrence in a business environment to which that business must
responds.
Something that takes place at a certain point in time; it is noteworthy
occurrence that triggers a state transition.
A COMPREHENSIVE NEW DEFINITION

An event is a live multimedia package carried out with a preconceived
concept, customized or modified to achieve objectives of reaching out and suitably
influencing the sharply defined, specially gathered target audience by providing a
complete sensual experience and an avenue for two-way interaction.
The population of target audience that the event is exposed to is called the reach
for the event. The live interaction process facilities communication between the
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clients
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the
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3.7 MARKETING OF REALITY SHOWS AND EVENTS

REALITY SHOWS
The ingredients of an ideal reality show is simple, it must appeal to all. It is a craft;
it is a drama that unfolds in front of people. There is no doubt that these musical
reality shows provide a strong platform to young talents who don't get the right
opportunity to show their skills. Although our country is no short of talent what we
need is to provide the right platform and direction to these up-coming talents,
which these talent hunts are providing. Most of the Indian television channels are
telecast with different categories of reality shows, like celebrity reality, prank
reality, talent hunts, makeovers, Indian Idol, Nach Baliey, MTV Roadies and dating
shows. Reality shows has emerged as a new form of concept for the viewers with
including unscripted dramatic or humorous situations, documentary on actual
events, and featuring ordinary people instead of professional celebrities. These
realities shows means to search for the talent like acting, singing and dancing.
Most of the reality shows have a voting system where general people select the
most talented candidate.
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Reality shows are comes from USA. The mother of this concept is European
countries have given sizeable contribution as well. When in the year 1993 reality
shows comes no one thought that the one day such reality shows would be life line
of dipping of the TV channels. Reality Shows are fast replacing the daily
daughter-in-law versus mother-in-law soaps television. The high TRPs of the
reality shows made them the number one choice of every possible television
channel. From Talent-Hunt shows, to dance dramas, to acting- flicks, talk shows,
chat-shows cookery shows, art and craft shows, astrology shows the list is endless.
All such shows have engulfed (flow over and swamp) most of the
television space and they have a strong audience. Anything that strikes the
emotional chord is an instant hit in our country. The reason for this is that we
Indians are high on the emotional quotient and every Indian (even the most
practical one) has an emotional soul hidden somewhere. The success of reality
shows in India can be attributed to a great extent to this weakness of ours. Apart
from this, the relief that these shows provide from the saas-bahu soaps, which
currently dominate television, is another reason for their immense popularity.
The reality shows perch on a very strong emotional content which makes
their connection with the audience very strong. This strong emotional connect also
subconsciously translates to a large extent with the product being marketed. Reality
shows are either for entertainment or infotainment. They do not appear to be
marketing vehicles. Yet they market very strongly. The product being marketed
becomes a part of the entertainment and does not appear as if it is being marketed.
Take instance the now very popular method of marketing film through reality
shows. When company release of a new film they promote film through the reality
shows. Give money / sponsor the particular shows and promote the film. For
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example in singing reality show invites the actors of the film and promotes the film
or gave gift as songs CD to participants. Reality shows have a strong reflection of
the dreams, aspirations, struggle and emotions of the common-man. Hence people
tend to relate very strongly to the characters of such shows. Reality shows are
mostly family catchers. Grand-parents, parents, children all watch such shows
mostly together. The formats of most shows are such that they attract audience
across age-groups and genders. Hence reality shows provide an ideal platform to
send a strong message to the entire family at one go and make them to think and
discuss together about shows or product. The formats of the reality shows have a
built-in quick response seeking factor from the audience.
Most of the reality shows demand conscious as well as subconscious
involvement of the audience. The conscious involvement is in terms of getting an
opportunity to vote for their favourite participant, or to make a live call and chat
with their favourite celebrity or make a
telephone call and pour in ones own
views in a talk show and so on. The subconscious involvement is in form of living
through the woes or joy of the participant comment by a judge or a celebrity etc.
The realities in India have opened floodgates for the marketers. Everyone is
making a lot of money and no one seems to be complaining. After all it is giving
gains to everyone. The various television channels exploited the potential of reality
shows and saw a huge surge in popularity. Kaun Banega Crorepati, Indias take
on Who Wants to Be a Millionaire, catapulted Star TV to the number one
position, which it enjoys. Similarly, Sonys popularity saw a huge rise after it
launched Indian Idol, an adaptation of a hit British reality show. It was reality
television that wrote the destiny of television channel Star One. The two reality
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shows, The Great Indian Laughter Challenge and Nach Baliye, are to a great extent
responsible for the popularity that Star One has got.
Reality television is a win-win situation for everyone, be it contestants,
channels or the viewers. Command explains the advantage they have for television
channels.
For the viewers, they are refreshing change from the somnolent Saas- Bahu
dramas. The biggest gainers, however, are the contestants who are provided with
the right platform to showcase their talent. There is a lot of untapped talent in our
country and these shows by extending their reach to small cities provide an
opportunity to bring out this hidden talent. A chef from Chamba managed to reach
the final round in Zee TVs Sa Re Ga Ma Pa. In Star Ones Lakme fashion house,
16 aspiring fashion designers strived to create a design to win an assignment with
Donatella at the house of Versace - a lifetime opportunity for any beginner. These
shows give an instant recognition to the contestants. A chance to showcase their
talent on such a big platform and in front of such esteemed judges is something for
which any struggler can die. Reality television can provide them with this lifetime
opportunity which make us all, feel that any other talent is worthless unless it can
be taken to the stage. The worst seems to be the addition of children to these
shows. Apart from the very obvious labour of shooting these shows, the most rest,
of course, depends on their talent. Reality TV is new mantra of television
producers and executives. The time is changing and the buzzword today is reality
shows. These shows are all about format and television programme producers see a
huge opportunity in India for them.
Kaun Banega Crorepati , Amul Star Voice of India on Star plus and Indian
Idol on Sony TV and Sa Re Ga Ma Pa on Zee TV it has been proven that the
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formats are huge success in India. Channel and Producers get more from these
reality shows because more people are interested to participate in reality shows and
also these shows Makes history like Amul Star Voice of India, Indian Idol and Sa
Re Ga Ma Pa etc.
Then there are the glitzy talent shows, mostly singing or dancing disturbing
issue is the unearthiness of dance, crude choices of songs and impolite costumes
for children aged between 5 and 10. These shows (apart from becoming platforms
for movies to be publicized) also produce talent which very soon goes into
anonymity.
EVENTS:The activity of designing or developing a themed activity, occasion, display,

or exhibit (such
as
sporting event,
music
festival,
fair,
or
concert)
to promote a product, cause, or organization. Also called event creation. While

marketing an event, there are a few key tactics and methods that can be employed
to ensure that the event gains the maximum response and also that event is
managed in the minimum cost possible. Event marketing has been a concept that
has only recently been pioneered in India. But, though new, the concept has taken
off very well with the Indian consumers who are evolving rapidly Event Marketing
is merchandising a business to groups of potential buyers. Most sales systems have
a specific target market or a selected company that is pursued to become a
customer. Event marketing can be accomplished in two ways, either as a
participant or as a sponsor. There is no limit to the different ways that event
marketing can increase company awareness and introduce prospects to the
advantages of partnering with your company.
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Event marketing activity can be held locally or on a national forum. Both

activities can bring new customers, and in some cases demonstrate goodwill, which
can make a favorable impression and impart a positive image for your industry.
The advantage of event marketing is to move from the one-on-one basis of selling
to group selling. Group selling lets your company present itself and it products to
several prospects at the same time or at the same location.
3.8 EXAMPLES OF EVENT MARKETING

Trade Shows
Sponsorships
Seminars or Workshops
Concerts
Malls
Plant Tours
Online Event Marketing
TRADE SHOWS:Trade shows are the largest part of the event marketing theme and therefore
constitute a very important part of the total marketing plan for most companies.
There are many reasons to consider using trade shows. A few are listed below.
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Branding Company and Products

Expand Marketplace
Prospect for New Business
Increase Sales
Educate the Purchasing Agents
Learn what is New in the Industry
Announce New Products or Services
SPONSORSHIP:Sponsorship will get you noticed and get your companys name and
product/service branded in your customers mind. One of the best ways is to
sponsor a local sporting team (professional or amateur). Sponsoring a sporting
event, or sponsoring a Little League baseball, football, or soccer team is a great
way to get your name out in the community. For an investment in their uniforms,
your name and logo will be seen by every team member, families and community
groups. If your company name is part of the teams name you will also receive free
publicity in the newspaper.
CONCERTS AND MALLS:These are great venues for event marketing. Most malls and concerts have
booths for rent and they offer a great place to explain the benefits of working with
your company. This venue is a great way to hand out media kits or brochures to the
visitors at your booth.
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ONLINE EVENT MARKETING:Online event marketing enables you to attract new customers, build your
company brand, and increase revenue. Maximize the outcome with a wellcoordinated plan of related programs. Consider incorporating product or service
explanations or an interactive method where the visitor can find answers to their
questions. An event can be implemented on your site or in partnership with a
related media site.
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COMPONENTS
OF IMC
1. ADVERTISING:Advertising is defined as any paid form of non-personal communication

about an organization, product, service or idea by an identified sponsor.
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Advertising is best known and most widely discussed form of promotion because
of its pervasiveness. It is also a very important promotional tool particularly for
companies whose products and services are targeted at mass consumer markets
such as automobile manufacturers, packaged goods and drug companies.
Companies in India now spend over `.200 million on advertising and other
promotional activities each year. Advertising is still the most cost effective way to
reach large audience. In India, the average 30 seconds commercial on Doordarshan
network alone reaches 4 million households. About 6 million households can be
reached by advertising on DD and other three major networks at an average cost
per thousand households of less than `50. Programmes such As Kaun Banega
Crorepati can reach 15 to 20 million households.
2. DIRECT MARKETING:Today one of the fastest growing sectors of the US economy is direct
marketing in which organisations communicate directly with target customs in
order to generate response or transactions. Though a new tool in the Indian
markets, direct marketing is making study in roads into the markets list and an
increasing number of marketers are extensively using it in their communication
plans. The Indian direct marketing industry is growing at the rate of around 30%
annually.
3. INTERACTIVE/ INTERNET MARKETING:Due to advancement in technology interactive marketing has developed
largely specifically internet marketing. Interactive media allow for a back and forth
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flow of information where by users can participate and modify the form and
content of the information they receive in real time. The new media allows users to
perform in a variety of functions such as receive and alter information and images,
make enquiries, respond to questions and of course make purchases. In addition to
the internet, other forms of interactive media include CD-ROMs, kiosks,
Interactive Television and digital cell phones.
4. PUBLICITY:-
Publicity
refers
to
non
personal
communications
regarding
an
organizational, product, service or idea not directly paid for run under identified
sponsorship. It usually comes in the form of news story or editorial or
announcements about an organization, product and services.
5. PUBLIC RELATIONS:-
Public relations is defined as the management function which evaluate

public attitudes, identifies the policies and procedures of an individual or
organization with the public interest and executes a programme of action to earn
public understanding and acceptance. Public relation uses publicity and variety of
other tools including publications, participation in community activities, fund
raising, sponsorship of special events and various public affair activities in order to
enhance the organizations image.
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TELEVISION
RATING POINT
(T.R.P)
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Why are channels churning out new serials, daily soaps and other reality
shows every other day?
Its simple, the competition is enormous. The numbers of viewers are
increasing every day so are the advertisers. Advertisers want their brand to reach
into every house hold so they pay the channels to telecast their ads often. So every
other channels that been launched wants a piece of that advertisement pie which in
itself is a billion dollar industry. To increase the viewer-ship is to increase their
TRP's. The channels do so by spicing up the programme telecasts. Whether they do
it by hook or crook is not discussed. All people want to see is something worth
while.
A Target Rating Point (TRP) is a measure of the purchased television
rating points representing an estimate of the component of the target audience
within the gross audience. Similar to GRP (short for Gross Rating Point) it is
measured as the sum of ratings achieved by a specific media vehicle of the target
audience reached by an advertisement. For example, if an advertisement appears
more than once, reaching the entire gross audience, the TRP figure the sum of each
individual GRP multiplied by the estimated target audience in the gross audience.
But, I find most of the channels are going to the extremes to get viewer-ship which
according to me is something wrong and misuse of media. But no one is to blame.
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Some channels broadcast always create a controversies and problems for the few.
But publicity is publicity, be it good or bad, people just dont care anymore in
India.
KBC LEADS TRP RACEKaun Banega Crorepati with the charismatic host Amitabh Bachchan helped many
dreams come true. It comes with a philosophy which appeals to the common man
of the country and thats Koi Bhi Insan Chota Nahi Hota. The tagline was proved
right by Sushil Kumar a computer teacher in a small village of Bihar, who won 5
crores. The show started with decent TRPs, but later became the highest TRP
gainer by taking Sony TV to greater heights and become the No.2 GEC.The top
prize winners of the show have been from middle and lower middle class. When
they won this high amount their happiness had no bounds and the cherry on the
cake was when Amitabh celebrated their victory. These contestants not only
attracted viewers to the show but also added TRPs in the show. When Sushil
Kumar the first contestant won 5 crores, the show gained 7.2 TVR (Television
Rating) on the first day and 8 TVR on the other day as he was a roll over
contestant.
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REALITY SHOWS
IN INDIA
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The reality television craze has not only hit America, but the entire world
and India is no exception. The first reality show in India was on Channel V and
was a making of the band show and it opened the door for these reality shows:
Most Popular Reality Shows on Indian Television
1. JUST DANCE-
The ultimate Dance Reality Show from the STAR India network starring the God
of Dance, Hrithik Roshan, JUST DANCE has beaten the recent records with a
grand opening on TAM people meters. The show has opened at 3.7 TVR on Star
Plus while the simulcast of the show on Star Pravah and Star One has taken the
combined TVR up to 4.7 and reach up to 25.9 million viewers on the Star Network.
(Source TAM Panel, Week 25, HSM, CS 4+).
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Media observers expect the show to score even higher average for the week
i.e. Saturday and Sunday. This is the highest opening for any reality show on the
weekend in recent times.
Among the reality shows launched post IPL, opening of Khatron Ke Khiladi
4 had opened at 3.0 TVR while Sa Re Ga Ma Pa Lil Champs on Zee TV garnered
2.7 TVR on its opening day. X Factor India on Sony opened at 2.1 and Swayamvar
3 on Imagine TV at 1.6 TVRs.
The show was supported by a disruptive Sab Kuch Bhula Ke Just Dance
campaign that included a multi-media promotion across TV, radio, outdoor, print,
digital, the release of a music video and a first time in India augmented reality
activation experience where over 6 lakh consumers got to experience dancing with
Hrithik on the same screen across malls in India. Apart from the innovation in
Marketing, Star India innovated by simulcasting the show across relevant channels
in HSM, Star Plus, Star One and Star Pravah and a deferred telecast in Star Vijay
and Asianet.
Commenting on the performance, Sanjay Gupta, COO Star India said, We
have confidence in the power of our property JUST DANCE and gave it a platform
that transcended language and geography with the simulcast across Star Plus, Star
Pravah and Star One. We created high sampling of the show with a record 25.9
MM viewers reached in the opening episode supported by a high decibel marketing
campaign across multiple touch points and an augmented reality experience event.
As the show progresses we are sure it will attract a lot more interest and
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involvement thereby making it the Ultimate Dance Reality Show on Indian

television.
One of the most expensive television shows on any Hindi GEC has locked in
over 12 sponsors with Maruti Suzuki as title sponsor while the show is powered by
Cadbury Bournvita.
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2. BIGG BOSS-
Bigg Boss is the Indian version of Americas Big Brother. The show
features fourteen celebrities who live in the same house for three months and have
all their movements filmed. As in Big Brother, the houseguests have to perform
certain tasks. But, in Bigg Boss, the houseguests gamble on their tasks, gaining
money if they win but losing money if they fail at the task. One houseguest is taken
into the Confession Room each week to nominate two houseguests to evict then the
viewers vote.
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SHOE MART Gulf, the regions leading retailer in fashion footwear and
accessories with 104 stores across 30 countries worldwide will be the official
Middle East title sponsors for BIGG BOSS season 5 to be broadcast on Colors TV.
The first ever association between SHOE MART the renowned fashion footwear
retailer and Colors TV the leading entertainment provider, promises a full season
of thrill-a-minute excitement for reality show followers in the region.
Nikhil Chaturvedi, Manager Marketing SHOE MART said, SHOE MART is
proud to be associated with Colors TV and Bigg Boss, a show whose popularity
and viewership has been increasing over the previous seasons. Reality television
has brought audiences closer to their favourite stars and to the people they only see
and read about in the media, in a very different light, creating an impact on their
lives. Every product of SHOE MART is created keeping the customer in mind and
the lifestyle impact we intend to make, and this reality show reaches out to large
section of our target audiences across the region. Hence it was only fitting to be
named as title sponsors for this show.
SHOE MART will run as title sponsors across the next 3 months on the
channels network across the Gulf region.
3. KAUN BANEGA CROREPATIT.Y. BMS
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Turning dreams into reality is what Kaun Banega Crorepati has been all
about since its inception. Based on the power of intellect, the show has proven in
every season that knowledge is supreme, it is over and above class, creed, race or
sex.
The show, adapted from the British game show Who Wants to Be a
Millionaire, first aired in India in the year 2000 with Amitabh Bachchan as its
host. Shah Rukh Khan hosted the game show in the year 2007, but the subsequent
seasons have had Big B as the host, who returned to lend his charisma once again
to the show in its fifth season. This year, KBC is back with a new tagline: Koi
bhi insaan chota nahin hota. The campaign created by Leo Burnett India is already
on air. The first promo went on air on June 15.
The new campaign for Kaun Banega Crorepati 2011 (Season 5) is
captivating aam aadmis (common man) attention across the nation. Leo Burnetts
Humankind approach, with a topical story shores up Anna Hazareys India
Against Corruption drive. With the mantra of koi bhi insaan chota nahi hota, this
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Seasons advertising helps the game-show graduate from being a knowledge show
to empowering the aam aadmi to take up lifes challenges.
This years thought of Koi Bhi Insaan Chota nahin Hota is rooted in a popular
belief of the society that everybody inherently has the capability to achieve
something extra-ordinary. Hence, all stories stem from the big idea do not
underestimate anybody. KBC is not just a game show but it leads to information.
It is rooted to Indias culture.
The presenting sponsors for this season of Kaun Banega Crorepati is
Cadbury and the associate sponsors are still on the process of signing though
Samsung and Axis Bank are already in the list.
The marketing figures were not disclosed but as for the spent break up; 25% is
dedicated to television, 25% for print and almost a 15-18% is allotted to Radio and
OOH (Out Of House).
KBC has always been in the genre of socially responsible advertising. With
Hazare-style movements buzzing from all corners of the nation and the brand
aimed at touching the chord with the aam aadmi, it was apt to create a campaign
that is reflective of enumerating issues that the common man in this country is
experiencing today, said K V Sridhar, National Creative Director, Leo Burnett,
India.
Since its launch in the year 2000, KBC has attracted the attention of all with
Amitabh's catchy phrases like Lock kiya jaye. KBC has also witnessed popular
tag lines such as "Kuch sawaal aapki zindagi badal sakte hain!" which is the
official motto of the third season as well as "Koi Sawaal Chota Nahi Hota" in the
previous season that became immensely popular.
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The show plays a major role in the movie Slumdog Millionaire, with Anil
Kapoor playing, the game show host.
CONCEPT OF KBCThere are only 13 questions, a missed answer before reaching your set
"goal" will mean leaving with nothing. Once you have reached your goal, the clock
stops after that question. If you miss a question after the "goal" question, then you
drop down to that much money. If you "quit", you keep the worth of that question.
To answer these questions the contestant have four life line i.e. audience poll,
phone a friend, ask an expert, double dip. It is based on British show Who Wants
To Be A Millionaire? KBC created history when it was first launched on Star Plus
in 2000 with Amitabh as the host.
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IDEA Cellular, the pan-Indian mobile operator with more than 68 million
subscribers nationwide sponsored for the games most popular Indian TV show
ever on television, Kaun Banega Crorepati (KBC)
SHARUKH KAHN VS AMITABH BACHCHAN KBC
RATINGS COMPARISION
Just as Sharh Rukh Khans Don in 2006 paled at the box office in comparison to
the 1978 Platinum Jublee blockbuster Don featuring Amitabh Bachchan, the
ratings of Sharh Rukh Khan hosted KBC 3 were soundly beaten by the Amitabh
Bachchan hosted version also. Though it had not been widely reported in media
until now, in an exclusive, below is presented the actual show by show TRP all
India ratings comparison of the viewership of KBC II vs KBC III.
The opening night of Bachchans KBC 2 drew an initial of All India TAM rating of
a 14.0. Tat is to say 14% of all TV sets were tuned into KBC II. The initial for
KBC 3 hosted by Shah Rukh Khan in comparison was only 9.3%. So the initial of
the Amitabh Bachchan hosted version was over 50% higher than the one hosted by
Shah Rukh Khan.
That trend continued throughout the run of KBC III right through its finale, which
featured even Salman Khan with Shah Rukh Kahn, along with Kareena Kapoor
and Priyanka Chopra, but failed to make par. However the Tarps were not close.
The 30th episode of KBC 3 for example drew only a tepid 3.6 compared to the 7.3
of the corresponding episode featuring Amitabh Bachchan in 2005.
The data shows the peak rating of Shah Rukh Khan hosted version was matched or
surpassed atleast 5 times by the Bachchan hosted version of KBC, whereas the
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Shah Rukh Khan version was never able to approach the peak ratings of the
Bachchan hosted telecasts.
This should put the scale of reach of the two stars as hosts in its proper perspective,
regardless of ambiguous reports implying they were both similar ratings
phenomena.
4. PULSAR STUNT MANIA
Pulsar is the first motorcycle brand in India to associate itself with Stunting.
Bikers in India have now started to strongly associate stunting with the Pulsar
brand. And it is for good reason.
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"Pulsar DTS-I" TV Commercial (Wheelie and Stoppie on the bridge) is still

very fresh in my mind, and how can one not mention the 2008 "Pulsar Mania" TV
Commercial which featured jaw dropping synchronized stunts. Pulsar has also
sponsored Indias first Stunt Reality TV Show "StuntMania" on MTV in 2009 and
2010.MTV has tied up with Bajaj Pulsar as the title sponsor, Bosch as automotive
component partner, Radio One as radio partner, PVR as multiplex partner, Autocar
and Stuff as magazine partner, IBN7 as news partner and Barista Lavazza as onground partner.
Stunt Mania had eight boys and four girls in a stunt academy where they
were trained to compete in bike stunts. Hosted by MTV VJ Deepti Gujral, the show
brought in Indian action director Alan Amin (of Dhoom, Dhoom 2,
Race and Luck fame) as mentor and judge.
The winner of the show was crowned as 'Stunt God of India' and won win a
specially customised Pulsar Chrome bike. The winner also got a cash prize of
`.500,000
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5. DUS KA DUM
10 Ka Dum (Hindi for "Power of 10") is an Indian version of the popular

international reality game show Power of 10, and airs on Sony Entertainment
Television (India). The show is hosted by popular Bollywood actor Salman Khan.
According to reports, the show helped Sony TV regain its third position in the
Indian television ratings.
The concept of the show is very simple where you (contestant) just have to
think like India as a whole. You will be asked a question, whose answer is an
average percentage of a mass opinion poll conducted across India. If your guess is
close to Indian collective opinion, you begin to win, starting from Ten thousand
rupees. Thereafter, every question answered right makes you win or loose by the
power of ten.
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Just
questions
to
anount
of
`.10
Crores!.
This reality television program 10 Ka Dum was aired on Sony Entertainment

Television. The game is based on American game show Power of 10 hosted by
Drew Carey.
6. DANCE INDIA DANCE-
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Dance India Dance is a reality dance show which is aired on Indian satellite
television channel Zee TV. The show is produced by UTV Software
Communications and is known to be Indias biggest dance reality show until
present. The show is to be choreographed by some of the most popular Indian
choreographers, such as Terrance Lewis, Remo DSouza and Geeta Kapoor.
Zee TV had brought the biggest dance reality show Lux Dance India
Dance Sabse bade dancing star ki khoj. After a successful journey of music talent
hunt Saregamapa DID brought out the best dancing talent. The King of disco dane
Mithun Chakraborty himself was the Mahaguru for the show. The show was
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judged by three masters made famous purely by their great work in bollywood
Geeta Kapoor, Remo Dsouza and Terrence Lewis. The Gujarati chocolate boy Jay
Bhanushali, and the popular radio jockey, Tarana Raja, were the hosts. Lux Dance
India Dance goes on air from 30th January 2009.There were some excellent
performances during the auditions by the participants. The title sponsor for the
show was Lux.
7. X FACTOR INDIA-
Sony Entertainment Television unveiled X Factor India the Indian version of

the No. 1 singing show globally X Factor on Friday, 27th May.
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A worldwide phenomenon, THE X FACTOR is a competition series

developed by Simon Cowell that gives viewers the opportunity to help choose the
next musical megastar. THE X FACTOR is a runaway hit in 24 countries with over
500 million viewers, the Big Daddy of all singing shows in size and scale. The
show showcase extraordinary talent from across the length and breadth of the
country like never seen before. The show was telecasted on the weekend primetime
slot for Sony Entertainment Television.
The nationwide search for undiscovered talent, who were willing to brave
the panel of experts and the Indian public for a chance to make it big, began
months ago with the charming and versatile singer/anchor Aditya Narayan the
host of the show, travelling the length and breadth of the country in search of the
complete performers.
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Produced by Freemantle India, THE X FACTOR proven ratings success

story, across the globe with the recent U.K. finale capturing a phenomenal 20
million viewers with a 60% audience share is all set to be the new benchmark of all
the singing shows on Indian television
8. INDIAN IDOL-
The fifth season of the musical talent hunt show, Indian Idol, was debut on
Sony on April 26.
Announcing the launch of the new season of Indian Idol, Man Jit Singh,
chief executive officer, Multi Screen Media (MSM), says, "Indian Idol as a format
and TV property has transcended cultures and succeeded in being popular over the
years. In the USA, the show is in its ninth season and is as big as it was in its first
season. The case in India, too, is similar. The last season of Indian Idol was seen by
as many as 48 million people. This year, we are targeting to net in 50 million
viewers for the show."
NP Singh, chief operating officer, MSM called Indian Idol a power brand
created by Sony in the past 15 years, which stands head and shoulders above a few
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other powerful brands created by the channel, which includes shows such as CID,
Aahat, Boogie Woogie and Dus Ka Dum.
This year, the show is being produced by format co-owners Freemantle
Media India and Wizcraft. Earlier, the show was being mounted by production
house Miditech. However, with Freemantle Media setting up its India operations
last year, the fifth edition of the show is being produced directly by the production
house.
Listing the advantages of the show being produced by Freemantle Media

India, Ajit Thakur, business head, Sony Entertainment Television (SET), says,
"With Freemantle Media India taking over the reins of the show, we also get access
to international expertise and technology at the disposal of the global production
house Freemantle Media, which further adds to the quality of the show."
Indian Idol Season 5 is pitched against fiction shows on other general
entertainment channels (GECs). According to Thakur, this has not been done with
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an intention of looking at competition in terms of fiction or non-fiction. Rather,

Sony sees Indian Idol at prime time 9 pm as a unifier offering that has the power to
bring the whole family together. Also, it makes sense to place the show on
weekdays, when GECs attract more viewers in comparison to weekends.
The fifth season of Indian Idol was different from its last four editions in
more than one ways. "The format of the show is interesting in itself, so we have
left the DNA of the show untouched. However, this time, the show will be crisper
and wrapped up in flat 16 weeks. Also, for the first time, the singing talent hunt
will see the entry of mentors other than the judges. We will have big names such as
Bappi Lahiri and Kailash Kher coming on the show and guiding the participants,"
shares Ajay Bhalwankar, programming head, SET.
The channel has managed to rope in seven sponsors for the show, including
brands such as Maruti Suzuki, Tata Docomo, Parle Agro, Amul, Nokia, Tata
Motors and Piramal Pharma. According to sources close to the channel, for a 10
second ad spot on Indian Idol Season 5, Sony is charging Rs 2.5 lakh or more,
which is up by 20 per cent in comparison to ad rates for the fourth season of the
show.
It is also learnt that in promoting one of its biggest brands, Indian Idol, the
channel is spending 10 crore on the advertising and marketing campaign spread
across HSM markets across the country. The cities covered as part of the three
month long campaign include Delhi, Mumbai, Kolkata, Bengaluru, Indore, Bhopal,
Jaipur, Lucknow, Kanpur, Pune and Nasik.
Talking about the marketing campaign, Danish Khan, head, marketing, SET,
shares, "The promotional campaign for the show has been divided into three
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phases. The first phase focused on spreading news about the auditions in 41 cities
across the country; the second phase is geared towards ensuring maximum
sampling for the show; and the third round is focused on taking the brand
experience called Indian Idol outside the TV for the audiences."
Khan adds that the focus this time is more on experiential marketing, as a
part of which the channel has set up voting booths in places such as malls and
multiplexes. Sony is also playing slides announcing the arrival of Indian Idol in
cinema chains including PVR, Fame, Big Cinemas and Cinemax.
Besides, Sony is holding concerts in various cities, where shortlisted
contestants are enthralling audience strengths in the range of 15,000-18,000. Bike
trails have also been undertaken in places such as Shimla and Rohtak (in Haryana)
to hunt for potential participants. The huge bike trails have been led by Anu Malik,
one of the judges of the show. The other judges for this season are composer-singer
Salim Merchant and singer Sunidhi Chauhan.
As part of the media plan, the initial burst of publicity for the auditions and
the launch of the show is being given by heavy print advertising in publications
including Dainik Bhaskar, Dainik Jagran, Lokmat, Times of India and Hindustan
Times.
The channel has taken up almost 800 hoardings in 11 cities across the
country. Radio Mirchi, the radio partner for Indian Idol Season 5, is further
amplifying the reach of the singing talent hunt.
The fifth season of the show is being anchored by Abhijeet Sawant, the
winner of the first season of Indian Idol, and Prajakta Shukre, one of the top five
contestants of Indian Idol Season 1.
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Voting count of Indian Idol 3 Finale has broken many records, around 7
million votes were received .
9. SA RE GA MA PA (ZEE TV)-
Sa Re Ga Ma Pa, formerly known as Sa Re Ga Ma before Shaan's debut, is a

musical contest shown on Zee TV. 'Sa Re Ga Ma Pa Challenge' is one of the oldest
and the most reputed reality show on Indian television. This is one show, which
brings into limelight the real talent.
The first episode aired on May 1, 1995.The most notable and prominent
singers & winners that emerged from the contest are Shreya Ghosal, Sanjeevani
Bhelande, Kunal Ganjawala, Shekhar Ravjiani, Bela Shende, Priya Bhattacharya.
Zee TVs flagship reality show Sa Re Ga Ma Pa Challenge 2009 has roped
in Hero Honda as the title sponsor .Reliance mobile and Spice mobile were the copresenting sponsors of the show Dish TV, Hyundai Motors, Max New York Life,
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Johnson and Johnson, Cadbury, Marico and J&K Cement are the associate
sponsors of the show..
Thirty-two contestants selected from across five regions and 25 countries,

competed with each other under the guidance of the four mentors. The mentors
included Adesh Srivastava, Pritam Chakraborty, Shankar Mahadevan and Himesh
Reshammiya. Aditya Narayan was the host of the show.
10. MASTERCHEF INDIA-
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From whipping up recipes to giving nuskas, cookery shows have done it all,
time and again on Indian Television. But what about cooking under REAL
pressure? How about a couple of amateur cooks catering to a real big fat Indian
wedding in record time? How about whipping up a recipe under extreme
conditions? How about amateur chefs catering to a langar? Getting ordinary people
to pass the litmus test in not only cooking new recipes, but also managing extreme
situations, STAR Plus takes cooking beyond the four walls of the kitchen with
MasterChef India! Star Plus presents 'MasterChef India', a unique platform to
acknowledge and encourage the culinary skills of passionate cooks and groom
them to become the ultimate professionals of the art. Akshay Kumar, the definitive
superstar both on & off-screen, was seen in a completely new role as he took the
judge's chair on the show. Started on October 16th, 'MasterChef India' will identify
12 contestants who competed with each other, while Chefs Kunal Kapoor and Ajay
Chopra judged the show along with Akshay. The show promised to offer a high
voltage drama, nail-biting tension and fun filled culinary tour. The contender who
was able to stand strong with her will & talent, through the mounting pressure each
week, was adjudged as India's first ever - 'MasterChef' that was Chef Punkaj
After breaking ratings' records in UK and Australia, MasterChef Came to
Indian television for the first time. Mr. Anupam Vasudev, Executive Vice President,
Marketing and Communications, Star India, said, "After pioneering successful
concepts in reality shows like Aap Ki Kachehri and Sach Ka Saamna, STAR Plus
is now ready to present 'MasterChef India'. With this show, we once again bring a
completely new dimension to this genre on Indian television. International versions
of MasterChef have gained a huge fan following in two of the world's biggest
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markets - UK & Australia. Hence bringing the format to a country like India,
where diverse cuisines exist, was only a natural choice. With Superstar Akshay
Kumar at the fore and larger-than-life cooking challenges we hope to unearth the
best talent in the country with this show."
A chef by heart and an actor by profession, Akshay Kumar said, "I am very
happy to be returning to my roots after so many years. My two favorites - 'Cooking
and Camera/Entertainment' are coming together and I am excited to be a part of it.
I have been following the international version of MasterChef regularly and I am
glad that Star Plus is bringing this great and interesting challenge to the Indian
audience."
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MasterChef India brought together people with a flair for cooking from all
walks of life and subjected them to intense pressure and real life challenges. The
show was sponsored by Amul India. The promotion for a show was on large scale.
Star Plus has ensured that MasterChef made conversations on social networking
sites by releasing a web premier that was available on all Star Plus properties like
www.startv.in (Indias premier catch up television service), www.indya.com
(Indias premier television news aggregation site) & www.starplus.in (Star Pluss
official website). Star India had also partnered with one of Indias most popular
website i.e. www.rediff.com along with www.rajshri.com, www.facebook.
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FEATURES1. COST EFFECTIVE:- It is possible to tap a very large dedicated heterogeneous

audience base at very less cost. This makes reality shows a very cost-effective
marketing tool and consequently has gained popularity.
2. EMOTIONAL CONNECT:- This not only attracts new customer base but
keeps the existing customer base loyal because of the emotional- connect.
3. RELATEDNESS:- Reality shows have a strong reflection of the dreams,
struggle, and emotions of common-man. Hence people tend to relate very strongly
to the characters of such shows.
4. FAMILY APPEAL:- Reality shows are mostly family catches. Grand parents,
parents, children all watch such shows mostly together. The formats of most shows
are such that they attract audience across age groups and genders.
5. QUICK RESULTS:- The formats of the reality shows have a built in quick
response seeking factor from the audience.
6. HIGH INVOLVEMENT LEVEL:- Most of the reality shows demand
conscious as well as subconscious involvement of the audience.
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TYPES OF REALITY SHOWS-
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TYPES OF REALITY DESCRIPTION
FEW EXAMPLES
SHOWS
Adventure Fear
Shows based on
MTV Roadies, AXN
Based Shows
adventure sports or
who dares wins India
acts that involve risk
special, Idea Khatron
ke Khiladi, Is Jungle Se
Mujhe Bachao.
Celebrity Reality
Reality Shows
Kofee with Karan,
Shows
featuring a celebrity.
Big Boss, Nach

Baliye, Jhalak Dikhla
ja.
Comedy Shows
Shows mostly
The Great Indian
involving stand-up
Laughter Challenge,
comedians.
Comedy Circus
Shows which have
MTVs Romance
live dating/speeddating
Reality shows. V
concept
channel Dare To Date
Fashion Based
Shows which exhibit
Channel V get
shows
fashion trends
Gorgeous.
Game
Reality shows based
Kaun Banega
Shows
on games.
Crorepati, Dus Ka
Dating Shows
Dum, Kya Aap

Panchavi Pass Se Tez
Hain.
Prank Reality
Shows in which
Chuppa Rustam,
practical jokes are
MTV Bakra
played on
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On the above table there different types of reality shows and their
description or concepts and few examples are given. In India people mostly watch
Adventure reality shows, Celebrity reality shows, comedy reality shows, Game
reality shows, Prank shows and also watch Talent hunt shows. The researcher has
project on Talent Hunt shows that is shows which primarily target to spot-out
talent. In that shows the researcher has doing Singing Talent reality show. There
are some examples of Singing reality shows as follows.
1) Sa Re Ga Ma Pa
2) Indian Idol
3) Amul Music Maha Muquabla
4) Chak De Bacche etc.
Reality shows are extremely popular these days. However, there is no way to
guarantee success. Just because these shows are popular with people it doesnt
mean that anything and everything that will be served to the audience in the name
of reality shows will be relished.
CHANNEL WISE REALITY SHOWS

STAR TV
Aap Ki Kachehri
Nach Baliye 4
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Amul Star Voice Of India

Kya Aap Paanchvi Pass Se Tez Hai?
Jo Jeeta Wahi Superstar
Khull Ja Sim Sim
Antakshari The Great Challenge
Amul Master Chef India
Just Dance
SONY TV
Boogie Woogie
Comedy Circus Chinchpokli To China
Indian Idol 5
Jhalak Dikhhla Jaa
10 Ka Dum
Lift Kara de
Comedy Ka Badsshah: Hassega India
Fame Gurukul
Crime Patrol
Fear Factor
Deal Ya No Deal
Kaun Banega Crorepati
ZEE TV
Business Baazigar
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Kam Ya Zyaada
Rock N Roll Family
Shabaash India
Dance India Dance
Saregam challenge 2010
Star Ya Rock Star
COLORS
Bigg Boss
Dancing Queen
Ek Khiladi Ek Haseena
Fear Factor Khatron Ke Khiladi
Indias Got Talent
STAR ONE
Bluff Master
The Great Indian Laughter Challenge
Bol Baby Bol
Koffee With Karan
Lead India
Nach Baliye
Zara Nachke Dikha
Just Dance
MTV
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Roadies 6.0
Splits Villa
Pulsar Stunt Mania
V TV
Dare to date
Axe your ex
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WHY REALITY
SHOWS ARE SO
POPULAR IN
INDIA?
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This is combinations of two things that the large amount of drama and strong
emotional connection with the audiences. Millions of Indian people dream to come
into reality shows and want to get popular. This dream also comes in true with the
help of these reality shows/programs. Some people have identified with the
dreams, aspirations and struggle of the participants, some have identified
themselves with the straight- talking judges, and others have found a voice to
identify- within the shows with a strong social tag. Talent shows have perhaps been
the biggest hit among the lot with the exception that KBC hit the jackpot despite of
being a quiz show. Reality shows are a big hit today. Few years earlier, Koun
Banega Crorepati was the only show; starring Amitabh Bacchan- it was simple
and straight. It was excellent of course. Now there is a crowd of reality shows on
our silver screen. But in all these, except music, dance and fun, what we find more
is personal conflicts.
Sometimes there is conflict between the judges, sometimes between the
trainers, anchors or even between the contestants. Fame Gurukul, Nach Baliye, Sa
Re Ga Ma Pa, Waar Pariwar etc all have gone through this sort of incidents.
Suddenly the show comes to an indefinite pause when the judges or contestants
walk away from the stage, making the audience mute and wondering in vain. And
after great efforts and discussion between themselves, everything comes back to
the track once again. This happens in almost all the reality shows on TV. It is
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having a debilitating effect on the children who come to participate in various

programmes, they are made ridicule of various snide remarks, and jokes, and to
appear glamorous they are even ready to consign their innocence to the bins. Such
has become the desire to be in the drawing room of the citizens of the country, that
even protest morchas have been organized in various cities by the Participants who
were kicked out at various stages.
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IMPACT OF
REALITY TV
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8.1 IMPACT OF REALITY TV ON VIEWERSViewers of reality television who are addicted to these daily programs often
get deeply involved into any situation. Often, certain reality television shows are
based on topics that have no thought process or concepts. The audience thus gets
hooked on to TV shows, which do not really have any intelligent concept. For
example, reality TV often highlights constant fights or disagreements between a
group and even telecasts certain moments not suitable for viewing for a family
audience. However, some reality shows may even show positive things, which
viewers can learn and apply in their daily life. For example, a person can learn
about teamwork or be motivated in life to achieve their goals or even chase a
dream.
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8.2 IMPACTS OF REALITY TV ON PARTICIPANTSReality television can be addictive and this is something the audience
already knows. Even participants or contestants who finally get the lucky break'
also face many effects of reality TV. The positive thing about such shows is that
contestants get a chance to voice their opinions and showcase their talent, which
depends upon the theme of the show. These otherwise ordinary people now live a
life that is watched by people around the world. While some enjoy celebrity status,
others fade into oblivion. Instant success upon winning a reality television show
gives talented people a much-needed break. But instant success is a thing, not
everybody can deal with. While some cash on to this success as they believe in
making hay while the sun shines, others allow success to inflate their egos.
Participants that only bask in the glory of their success and allow it to impact them
negatively often indulge in outrageous behavior in public and even break laws.
Sometimes, certain participants who do not achieve success even tend to go
towards depression.
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CUSTOMERS
CONTRIBUTION
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Everyone wants to be a star on reality television, and it's getting easier with
every new show. Millions of people line up at open auditions for high-profile
shows like Indian Idol and Sa Re Ga Ma Pa. But how do you actually make money
as a reality TV star? Should you quit your day job? When the season of a reality
show is over, your spotlight suddenly goes out. Many people want to stay in the
limelight, after they star in a reality show, but don't know how to go about it. There
are a lot of things you can do after a reality TV appearance to stay in the
entertainment business and make money. We've listed six ways you can keep your
momentum as a reality TV star after the cameras stop rolling.
1. ACTING ROLES:Now it's common for reality stars to pursue a real acting career. After
appearing on a high-profile TV show it's much easier to get an agent to represent
you. You've already got a proven track-record and a marketable "star persona."
Singers like Shaan, Shreya Ghoshal, Kunal Ganjawala have emerged from realty
shows. Many struggling actors and models who participate in reality shows and
events get good platform fame and even act in bollywood movie. Actors like
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Prachi Desai, Rakhi Sawant, Rajiv Khendalwal, Shushant Singh got famous
through reality shows and events.
2. OTHER REALITY SHOWS:Some reality TV stars decide to develop their careers specifically in the
reality circuit. Producers are eager to cast recognizable TV personalities in new
shows, especially if they have a proven knack for making reality shows dynamic
and entertaining. Bigg Boss for example often casts popular cast members of other
reality shows.
3. TELEVISION PERSONALITY/HOST:There are plenty of jobs out there for "real people" in the entertainment
industry waiting to be filled. Many reality TV stars have used their skills and
personas to land jobs as professional TV personalities. The E! Network practically
runs on the kind of charming "real" people that reality shows cast. You can host
shows, act as entertainment correspondents, appear as a talking head on shows like
The Best Week Ever, be an MTV VJ, or even a news anchor! Developing a star
persona around your real life can get you places.
4. LIVE EVENTS:Another way to make money as a reality TV cast member is to appear at live
events. Promotional companies are always looking for celebrities to attend
conventions, product unveilings, fashion shows, and seminars. You can make
thousands of dollars in just hours! And if you're prepared to do public speaking,
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there are lots of people that want to hear about your life, reality TV experience, and
more.
5. SELF-PROMOTION:Some reality TV stars have made lasting careers through pure selfpromotion.
6. PRODUCING:Reality stars learn early on that working closely with the producers is
necessary to succeed. The people who are better at working the system and
learning the tricks of the trade get more air time. It's also a great way to learn the
secrets of television production, networking, and how to get a foot in the door
behind-the-scenes. It's not uncommon for reality TV stars to use their experiences
to start working as producers or casting directors on other TV shows, reality or
otherwise.
Those were just six ways to make money as a reality TV star; with talent and
imagination there are plenty of ways to stay in the spotlight. Once you've broken
through you've got to keep hustling, and with any luck you'll carve out your own
special place in the entertainment industry.
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MAIN EVENTS
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1. IIFA AWARDS:-
International Indian Film Academy (IIFA) celebrated its 12th IIFA Weekend
and IIFA Awards in Toronto, Ontario, Canada this year in collaboration with its
title sponsors Videocon d2h for IIFA Weekend and Floriana for IIFA Awards. The
IIFA 2011 Videocon d2h three day Weekend was held from June 23 rd to 25th, 2011.
Entertainment & Movies is the common link that brought IIFA and Videocon d2h
together. The Videocon D2H IIFA Weekend opened with the IIFA World Premiere
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film on June 23 in Toronto, Canada. The Weekend concluded with the 12th
Floriana International Indian Film Academy (IIFA) Awards. This year, the IIFA
celebrations were hosted and supported by the Ontario Government. Rotomac
Pens, Lotus Herbal, Grey Goose and PVR Cinemas were the associate sponsors of
the Videocon D2H IIFA Weekend 2011 and Air India were partner with IIFA as the
official airlines partner.
Actor Dharmendra performed at the event along with his sons, Sunny Deol
and Bobby Deol. It was the first time that the father-sons trio performed together.
Actress Priyanka Chopra also performed at Rogers Centre.
FLORIANA GROUP IS THE TITLE SPONSOR OF THE IIFA AWARDS

2011
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Floriana Group has added another feather to its cap by being the title sponsor
of the IIFA Awards 2011. Recently, the group has already created a buzz in the
market by sponsoring the Rajasthan Royals team for IPL 4. This year the IIFA
Award function, which was managed by Wizcraft International Entertainment, was
held in Toronto, Canada in the month of June. IIFA is one of the most coveted
celebrations of the Indian cinema and would be broadcasted on Star Plus, the
exclusive global broadcast partner of the IIFA Awards for the last seven years.
Through Star Plus, the 2011 IIFA Awards reached out to more than 345 million
viewers spread over 65 countries across the globe.
The Floriana Group is a multi dollar conglomerate having its footprint in
various verticals like Agri business, Perfumery compounds, Marble mining &
retailing, Wellness centres, Education, etc. It manages brands like Floriana Marble,
Chandan Sparsh, Lambency beauty products and more.
Commenting on the event, Sabbas Joseph, Director - Wizcraft International
Entertainment said: "IIFA has traveled to ten countries across the world and has left
a mark in the minds and hearts of its people. With the premier of Double Dhamaal
at IIFA, we will set yet another milestone in our endeavour to continue to take
Indian Cinema to its fans. The Videocon D2H IIFA Weekend and the Floriana IIFA
Awards 2011 will continue to provide the impetus for the crossover of Indian
cinema to global audiences and delight the Indian diasporas with the grandest
celebration of our cinema."
Partnering with IIFA for the first time, Sanjay Jain, Chairman, Floriana
Group said: "It is a great privilege for us to present the Floriana IIFA Awards in
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Toronto this year. IIFA has taken a long journey around the world since the year
2000, and the Atlantic shores are a perfect place for the 12th Floriana IIFA Awards.
Floriana Group has a rich tradition of heritage and quality and has always believed
in partnering with like-minded brands. We believe brand IIFA offers us a
phenomenal opportunity to deliver relevant messages to our consumers and
international partners."
Saurabh Dhoot, Director - Videocon Group said: "We take pride in
associating with IIFA for the last three years. IIFA has been a pioneer in taking
Indian cinema global. This is in keeping with the pioneering status of Videocon
D2H in the Indian DTH market through continuous product innovations and the
use of latest technology to make television viewing a better experience. We have
always been setting new precedents in the DTH market. The 3D innovation in
DTH space by Videocon D2H has set a new benchmark in the industry. We believe
our association with IIFA will be mutually rewarding."
Commenting on Star Network's seven-year association with IIFA, Sanjay
Gupta, COO, STAR India said: "IIFA is a magnificent celebration of Indian cinema
and over the years, has become a landmark annual event for the Indian film
industry to celebrate its success. Star Plus, the exclusive global broadcast partner
of the IIFA Awards for the last seven years, enables its viewers to catch the most
exciting Indian film awards extravaganza of the year. Through Star Plus, the 2011
IIFA Awards will reach out to more than 345 million viewers spread over 65
countries across the globe. Our viewers can experience the prestigious IIFA
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journey through multiple programmes that cover various events and interactions in
Toronto, Canada."
"Air India celebrates its association with Indian cinema. Our film industry
actors are our cultural ambassadors and we, the national carrier, take genuine pride
in flying them to Toronto for the International Indian Film Academy Weekend and
Awards," Arvind Jadhav, Chairman and Managing Director, Air India, told
EVENTFAQS. "Air India is proud to be associated as the official travel partner of
IIFA, the Oscars of Bollywood."
2. FILM FARE AWARDS:-
FILM FARE AWARDS HISTORY
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Film Fare Award is the most prestigious award ceremony for the artists
connected with the glamorous world of Bollywood and Indian film industry. This
mega event is held in Mumbai every year and makes up the most awaited juncture
of time for the Hindi Film industry. With time, Film fare Awards have earned the
reputation of being the best and the most respected award ceremony in Hindi
Cinema. As we look back into the history of the awards, we get to know that it was
the brainchild of Filmfare Magazine. The award ceremony was started in the year
1953 and initially, it was known as 'The Clares', after a renowned Film fare critic Clare Mendonca.
The first Film fare Awards function, held on 21 March 1954, comprised of
only five awards. These five categories included Best Film, Best Director, Best
Actor, Best Actress and Best Music Director. For these awards, over 20,000 votes
were received by people from all over the country. Held amidst much anticipation,
the first Filmfare Awards ceremony saw 'Do Bigha Zameen' receiving the award
for the 'Best Film'. Bimal Roy carried off the statuette for 'Best Director', for the
same film. The 'Best Music Director Award' went to Naushad, for 'Baiju Bawra'.
Dilip Kumar and Meena Kumari were the first ones to receive the 'Filmfare
Best Actor Award' and 'Filmfare Best Actress Award', respectively. While Dilip was
awarded for his performance in 'Daag', Meena Kumari received the award for her
performance in 'Baiju Bawra'. From then on, Film fare Awards continued to be
organized every year and today, they have gone past their golden anniversary as
well. Sanjay Leela Bhansali's Black, released in the year 2006, created a record in
Film fare Award, when it bagged 11 awards - the most won by a movie till date.
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The Film fare Awards, founded in 1954, is among the oldest and wellrecognized film awards event property which is given for excellence in cinema in
India. Aditya Birla group Telecom Company and Pan India GSM Mobile service
operator IDEA Cellular has partnered with Worldwide Media to become the title
sponsor for the 56th Film fare Awards. The 56th Idea Film fare Awards 2010 was
held on 29th January 2011, at Yashraj Studios, Mumbai and it is the biggest
celebration of Indian Cinema.
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Over the last 5 decades, the Film fare Awards have been testament to the
grandeur and excellence of Indian cinema, and even today, the Film fare Awards
continue to be the most awaited celebration of Hindi film industry. The awards
were presented by leading telecom brand, Idea Cellular, third time in a row.
The glamour and glitz of Bollywood is raking in ratings. In its most recent
exposure, the Film fare Awards has given its telecast partner Sony Entertainment
Television (Set) a decent 26 GRP (gross rating points) push.
Sony collected 180 GRPs for the week ended 12 February, up from 154 it
reported in the trailing week, but remained in the fourth spot behind Hindi general
entertainment channel leader Star Plus, second-ranked Colors and Zee TV.
The Film fare Awards, aired on 6 February, clocked a TVR of 5.2 in the Hindi
speaking market, according to Tam data. The 217-minute show got a reach of 21
per cent while time spent was 53.6 minutes.
The Film fare Awards garnered better ratings than Zee Cine Awards. Aired on 30
January on Zee TV, Zee Cine Awards had managed a 4.5 TVR and a 19.4 per cent
reach for the 242 minutes show. However, time spent on Zee Cine Awards was
slightly higher at 55.7 minutes.
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3. COMMON WEALTH GAMES
The 2010
Commonwealth
Games,
officially
known
as
the XIX Commonwealth Games, were held in Delhi, India, from 3 to 14 October
2010. A total of 6,081 athletes from 71 Commonwealth nations and
dependencies competed
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21
sports
88
and
272
events,
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it
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B.N.N. COLLEGE
largest Commonwealth Games till date. It was also the largest international multisport
event to
be
staged
in
Delhi
and
India,
eclipsing
the
Asian
Games in 1951 and 1982. The opening and closing ceremonies were held at
the Jawaharlal Nehru Stadium, the main stadium of the event. It was the first time
that the Commonwealth Games were held in India and the second time it was held
in Asia after Kuala Lumpur, Malaysia in 1998. The official mascot of the Games
was Shera and the official song of the Games, "Jiyo Utho Bado Jeeto", was
composed by celebrated Indian musician A.R. Rahman.
Preparation for the Games received widespread international media
attention, with criticism being leveled against the organisers for the slow pace of
work, as well as issues related to security and hygiene. However, all member
nations of the Commonwealth of Nations participated in the event, except Fiji,
which is suspended from the Commonwealth, and Tokelau, which didn't send a
team, in spite of threats of boycotts and athlete withdrawals. The internationally
acclaimed opening ceremony improved the image of the Games, and dispelled
negative notions surrounding them, with many observers remarking that they
began on an apprehensive note, but were an exceptional experience with a largely
positive ending. The President of the International Olympic Committee, Jacques
Rogge, said that India had made a good foundation for a future Olympics bid,
which was reiterated by the Australian Ministry of Sports. Commonwealth games
Federation chief Mike Fennell stated that "Delhi delivered a fantastic Games".
Some observers accused sections of the media of bias, unfair expectations, and
negative reporting.
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A SCAM OF MASSIVE PROPORTIONS

The commonwealth games 2010 scam was waiting to happen. But the
proportion couldn't be guessed even by generous estimates. ` 36,000 crores or $8
billion scam! Whoa. And this in a country where 400 million live below the official
poverty line or simply put, in sub-human conditions. But this was only expected once
Suresh
Kalmadi
was
appointed
the
head
of
the
commonwealth
games Organizing Committee. After all, he has a string of achievements to his credit.
Some of which include charges of land grab, becoming the chief of Indian Olympics
Committee (IOC) using shady means and using the same to stay in that position ever
since, siphoning off public funds and many more.
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Commonwealth Games Scam List - A Ready Reckoner

Liquid Soap Dispensers rented for ` 9,379 a piece or $206! I bet it cleanses
the bacteria for ever for this kind of money.
Operating Expenses escalating from ` 399 crore in December 2002 to `
1,628 crore finally.
Medical equipment including tread mills have been bought or rented at 6-7
times their original price. Way to go!
Allegations that funds meant for India's most deprived sections - the SC/ST
- have been diverted to the games funds. Stealing from the poor to fund the
elite's luxuries?
CONSTRUCTION
SO
FRAGILE,
IT
FALLS
BEFORE
COMPLETION
The commonwealth games 2010 related infrastructure projects have left India's capital
city, New Delhi, resembling a war zone. Practically all roads are dug up, cables lying
all around, and people jumping over little rocks as the pavements resemble Moon like
craters. With more than 50,000 crore rupees already pumped in one would have
expected at least decent output. Alas, it is naive to be a dreamer in India.
Consider this:
The newly built shooting range at the Siri Fort area collapsed after one
heavy shower
The foot over bridge adjacent to the main venue of the Commonwealth
Games collapsed while being erected, injuring 27 workers who were
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dumped into a tow away truck to a municipal hospital and dished out a
compensation of measly Rs 50,000 ($1097) for broken skulls and multiple
fractures.
Many of the games venues leaked during the monsoon and roofs of some
collapsed.
The Commonwealth Games village, the place where athletes from
participating countries will be put up is infested with dog poo, snakes,
clogged toilets, and unfinished work.
Fancy bill boards have erected all over the city to hide the piles of
garbage, slums that are a trademark sight in any major city in India.
4. LAKME FASHION WEEK

ABOUT LAKM FASHION WEEK
Lakm Fashion Week (LFW) is jointly organized by Lakm, the No.1
cosmetics and beauty services brand in India and IMG, the global leader in fashion
weeks and event production. LFW has been conceived and created with a vision to
Redefine the future of fashion and Integrate India into the global fashion world.
LFW is organized twice every year. LFW Winter / Festive 2011 was held from
August 16 to August 21, 2011 at Grand Hyatt Hotel, Mumbai.
ABOUT LAKM
The contemporary and expert in the beauty industry, Lakm continuously
innovates to offer a wide range of, high performance color cosmetics, skincare
products, and beauty salons. In addition to leveraging Unilevers worldwide
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expertise, Lakm also partners with the leading cosmetic house; Milan-based
Intercos Italia, Schwann Stabilo Germany and Paris-based Fiabila. Combining
international cosmetic technology with an in-depth understanding of the Indian
womans needs, Lakm also offers its consumers a holistic Beauty Sutra
experience through its products and services at the Lakm Studio and Salons.
LOCATION
Grand Hyatt Mumbai Hotel is in the centre of Mumbai (Bombay), India. More than
a hotel, Grand Hyatt Mumbai is a multi-dimensional lifestyle complex set on 12
acres of landscaped gardens & water features. Located just ten minutes from
Mumbai's domestic airport and 20 minutes from the international airport, the hotel
is in close proximity to Bandra-Kurla complex, Mumbai's rapidly developing
business
district.
ASSOCIATE SPONSOR
AIRCEL
Aircel, a part of Maxis Communications Berhad, a leading mobile communications

service provider, Malaysia, is Indias fifth largest GSM mobile service provider
with a subscriber base of over 50 million and is the fastest growing mobile
operator in the country. It is the market leader in Tamil Nadu, Assam, North-East
and Chennai.
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CO-SPONSORS
DHL
DHL is the global market leader in the logistics industry and The Logistics
Company for the world. DHL commits its expertise in international express, air
and ocean freight, road and rail transportation, contract logistics and international
mail
services
to
its
customers.
With world class service centers, biggest retail presence, investment in gateways
and warehouses, DHL services more than 50,000 customers across India.
Customers have instant access to the widest network that links more than 220
countries and territories worldwide and 22, 700 locations domestically. Globally,
310,000 employees are dedicated to providing fast and reliable services that exceed
customers'
expectations.
HIMALAYAN
Untouched, Unprocessed, Crafted by Nature.
Truly, there can be no better way to describe water the way nature has meant it to
be. With every drop passing through natural layers of rock, sand and clay for 20yrs
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before reaching you, each sip gives the wellness of vital organic minerals. Bottled
at source, with a plant at the foothills of the Himalayas, the purity of Himalayan
natural
mineral
water
gives
it
unique
taste!
Himalayan is the only natural mineral water brand to enjoy accreditations from
renowned institutes across the world including Institut De Fresinius, US FDA and
the Health Ministries of Japan & France. The Himalayan consumer is one with a
discerning taste and desire to imbibe natures goodness in his body daily with
every sip of water consumed.
OFFICIAL PARTNERS
INTER NATIONAL INSTITUTE OF FASHION DESIGN (INIFD)
Inter National Institute of Fashion Design (INIFD), Indias

leading fashion and design education conglomerate with over 180 centres across
India, over 1 Lac Pass Outs and approximately 15000 students passing out every
year.
INIFD celebrates its 15 years in its existence associating with Indias premier
fashion and lifestyle event - Lakme Fashion Week . The synergy between the
education and learning centre and the fashion week is a first ever attempt to
integrate knowledge sharing between the leaders of the fashion business and the
future of fashion in India. Its a two way process wherein students get to be part of
the fashion week at various levels, thus enhancing their practical skills and an on
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the other INIFD aims to leverage the successful talent base in the country who are
part of the fashion week back into education. And set role models for the future
generation.
BLENDERS PRIDE
Seagram's Blenders Pride is a lifestyle whisky brand and the national leader
in its category by far. It has been closely associated with fashion & Lifestyle for
nearly a decade. Its flagship property the multi-city Blenders Pride Fashion Tour is
now in its 7th year and has been supported by the best in the industry. While
'fashion' has been a stimulus to create its own upmarket positioning, the brand
focus now is on style and is seen from it's tag line 'Make the world a stylish
place' where in an individuals inherent sense of style can make the most normal
and real spaces into a stylish world.
MAX BUPA HEALTH INSURANCE
Max Bupa Health Insurance is a 74:26 joint venture between Max India
Limited, a $1.6 billion multi-business corporate with expertise in life insurance and
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health care and Bupa, a leading international healthcare provider with over 60
years of healthcare knowledge.
KINGFISHER
Kingfisher Premium is a flagship brand from the United Breweries Group.

The brand has won many international awards for its brew, packaging and
advertising. Currently available in over 50 countries, Kingfisher is a lifestyle brand
associated with fun, style, fashion and sports. Some of its most memorable
initiatives include Kingfishers association with Fashion, Cricket, Football &
Formula One. Under Fashion Kingfisher owns the most glamorous property The
Kingfisher Calendar. Introduced in 2003, The Kingfisher Calendar became the
pioneer of sorts in India and led the path for many such concepts to follow. In
addition to this, Kingfisher has been associated with various fashion weeks across
India. Kingfisher has been a Good Times Partner to the FDCI sponsored Wills
India Fashion Week & Mens Fashion Week in Delhi and the India Couture Weeks
in Delhi & Mumbai and the Lakme Fashion Weeks in Mumbai. In addition to these
Kingfisher has made a mark in the fashion set-up by associating itself with the
various city based fashion weeks.
FASHION AND YOU
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Fashion and You, Indias leading online shopping club completes one year of
bringing Indian Designer labels, International fashion brands and great savings to
over 500 cities across India. Fashion and You is an invitation-only private sales
club, which partners with high fashion and luxury brands across fashion apparel,
accessories, footwear, watches, jewellery, fragrances, home dcor, lifestyle
experiences and holds private sales events for these brands and labels on
www.fashionandyou.com.
5. IPL (INDIAN PREMIER LEAGUE)
Indian Premier League, abbreviated as IPL, is domestic T20 tournament

established by the Board of Cricket Control in India in 2007, which also hosts a
bunch of international test, one day, and T20 cricketers. With a successful run of
three seasons in the past, pandemic media coverage, tremendous hype, and
viewership across the globe; its the new breed of cricket thats leaving its
footmarks in non-cricket playing nations as well. Initially started with 8 teams that
participated in the first three editions of IPL, the fourth edition of it that begins on
8th April 2011 will also have 2 new teams to make the battle all the more fiery.
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In late June 2007, two men met in an English house, not far from the raindrenched Wimbledon Championships, to discuss a very different sporting event.
Lalit Modi, Vice-President of the Board of Cricket Control for India brainstormed
with Andrew Wildblood of the International Management Group (IMG), the sports
management giants. In April 2008, the maiden IPL tournament that Mr. Modi had
conceived
and
developed,
was
underway.
February 2008 saw the frantic player auction that created media frenzy.
Among the bidders were some of India's richest and most powerful names, from
industrialists to film stars, adding to the event's luster. As the sums on offer began
to emerge $1.5m for Mahendra Singh Dhoni, $1.35m for Andrew Symonds,
$950,000 for the inexperienced Ishant Sharma cricket raised its eyebrows, held
its
breath
and
braced
itself
for
new
era.
The opening ceremony was like nothing the sport had seen before and would
not have been out of place as a curtain raiser for the Olympic Games. And much to
everyone's satisfaction, the cricket lived up to all expectations. The world
witnessed the first ever Twenty20 competition played on a scale comparable to the
biggest events in sporting history.
The Indian Premier League has moved from strength to strength in its two
early editions. And the world has take notice. The IPL has even made it to the
fourth spot of the Forbes list of the world's hottest sporting properties. The
competition returned to India in March 2010 after its South African safari in 2009.
The stage is set for a contest that is more compelling, spectacular and multi-faceted
than ever before.
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After the buzz surrounding the auctions Indian Premier League was set up
for a huge marketing campaign from March. BCCI, Sony and the teams were likely
to spend around Rs160 crore on promoting IPL across various media platforms,
including
television
channels,
newspapers,
mobiles
and
the
Internet.
The campaigns were likely to pitch the tournament as more of an entertainment

option than just a game of cricket. The theme was entertainment. The
communication was on the lines of come watch a three-hour movie".
Closer to April 18 they planned to go for a roadblock strategy similar to the one
used by Vodafone for Hutch is now Vodafone campaign where there were only IPL
ads during ad breaks on various TV shows across many TV channels.
TV, Internet, Newspapers Every medium is flooding with DLF IPL, a
private event; that above all, explains the success of Indian Premier League. For a
private event, entire media is fighting to give free of cost coverage! Strange, but
Interesting! So what marketing and branding strategy has worked in favour of IPL?
1. Packaging of the Event from day 1 as entertainment is the biggest strategic hit.
Cricket just happens to be there!
2. To keep it focused in 20 overs and inviting International players, not only
enhanced the entertainment value but also factored in the fastest growing segment
of high income youth. This segment is short of time and wants everything to be
packaged small.
3. It structured teams around states thereby ensuring team and brand loyalties and
assured eyeballs when it comes to media.
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4. By following a well tried international model of clubs and player auctions, it got
players interests and their willingness to give the tournament their 110%. Knowing
that players are going to play attacking entertaining cricket attracts paid audience
to the stadium and draws them towards other forms of media like TV, internet and
print press.
5. The public and press relations during the first two versions meant media
hype was maintained and that has lead to immense unpaid publicity. Interestingly
in IPL3, the organizers have offered strict terms for freebies for non-official media.
The initial purpose having been achieved, the official TV channel is getting its due.
That again hints to a well planned strategy.
6. Getting International Cricket Council to keep a window for IPL season was the
biggest strategic coup. Now cricket boards all over the world want to have similar
event but may not be able to get well known players for their events!
7. Do not forget that (Board of Cricket Control in India) ensured that the event got
all international recognition and gave it the required financial backup to conceive
and execute the event.
8. Tracing the movie stars like Shah Rukh Khan, Preity Zinta and Shilpa
Shetty along with highly placed industrialist as team owners, ensured ample media
and public interest which further contributed to the success of the event.
9. Organizers packaging of all above and ensuring the event was always in
controversies and news meant branding exercise of the kind that has not been seen
in sports. At the end of the end, we have a happy lot of bunches public, sponsors,
media and most importantly IPL bankers!
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IPL 2011 will have a total of 10 teams that includes 8 previous teams that have
played in all the three editions and 2 new teams which have been selected from a
bunch of 12 other teams on the highest bid basis.
After the grand success of last three seasons of Indian Premier League, twice in
India and once in South Africa; the fourth season of 2011, with inclusion of two
new teams, promises to add a lot of energy, cut-throat competition, and a
wonderful chance for the upcoming talent to leave their mark in this tournament.
Teams
Owners
Chennai Super Kings
India Cements
Mumbai Indians
Mukesh Ambani, the Reliance Group

of
DeccanChargers
Companies.
Deccan Chronicle Corporation
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Kolkata Knight Riders
co-owners Shah Rukh Khan and Juhi

Chawla
Delhi Daredevils
GMRGroup
Rajasthan Royals
Manoj Badale, Shilpa Shetty
Royal Challengers Bangalore
Vijay
Kings XI Punjab
Priety Zinta, Ness Wadia,
Malaya
KaranPaul (Apeejay Surendera

Kochi Tuskers Kerala
Group) and Mohit Burman (Dabur)

Kochi Cricket PVT Ltd
Pune Warriors India
Sahara India Parivar
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MARKETING
STRATEGIES OF
DIFFERENT
SHOWS AND
EVENTS
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Reality shows and events are gaining more importance in todays life. Every
channel has a strategy to attract number of consumers and ultimately increase TRP
of the program. In this race for TRP amongst different channel the consumers are
affected. Every channel introduce reality shows and comes up with new seasons
every time as reality shows have short life and they make people addicted to their
shows through innovative concepts.
The marketing of shows is done in different way using different media. The
shows like Nach Baliye, Amul Star Voice of India, Just Dance, Indian Idol, Dance
India Dance, Sa Re Ga Ma challenge 2010, Star Ya Rock Star, Big Boss are purely
based on SMS. People vote their favourite constant by voting them by SMS which
cost them high from normal SMS around ` 3 to 5 per SMS. This is the main source
of income to reality shows. Apart from this, automobile company, when they
launch new product in the market they sponsor such reality shows and also offer
the same model as prize to the winner. This helps in publicity and promotion of car
and provides returns to reality Shows Company. Even big brands like MarutiSuzuki, Hero Honda Cadbury, Lux, etc. sponsor reality shows. Big events are also
sponsored by various companies like Videocon, idea, DHL, Himalaya, king fisher,
Vodafone etc. Even film stars attain such reality shows to promote their movies and
even have their music launch on such shows and distribute CDs.
The various strategies can be described as follows.
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1. BIGG BOSS:- In this show the viewers are given chance to call and ask
questions to their favourite Celebrities. This is a type of marketing strategy.
2. KAUN BANEGA CROREPATI :- In this show to participate people have to
answer some questions. Again here company gains through SMS. Even in
every episode one question is asked which is very simple and lakhs of people
answer it while only one is selected randomly by the computer. This show is
hosted by Amitabh Bachchan who is a very popular celebrity and has an
influence on large number of people. People treat him as God and watch the
show just because of him even this is one marketing strategy. Even the
sponsor of the show is a big brand Cadbury.
3. MTV SPLITSVILLA, ROADIES:- MTV shows are generally for
youngsters. They influence youth to participate in the show. They focus on
sports bikes like Karizma, pulsar etc. event in such shows questions are asked
to viewers relating to episode.
4. MASTERCHEF INDIA:- This show is a cookery show. In this show the
main sponsors are Amul and India Gate Basmati Rice. The strategy used by
this show is that the chefs focus the attention of viewers on these two
products and ask the viewers to use these products and specify each Amul
product they use. This has a great impact on consumers.
5. SINGING AND DANCING SHOWS:- these shows are generally sponsored
by automobile companies when they launch a new product. Even the best
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contestant of the week is given a bike or mobile phone to market the product.
There are many small and big sponsors depending on popularity of the show
and the celebrities involved.
ANALYSIS
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This is the common question that comes to mind in todays world that, is the era
of soaps and family dramas on television coming to an end? Do people prefer a reality
show to a prolonged television drama? Yes! The times are a-changing and the buzzword
today is reality shows. These shows are all about formats and television programme
producers see a huge opportunity in India for them.
Reality shows are now a days becoming big craze in modern society. They have
changed the entire outlook of older day television outlook. Nowadays every channel
comes up with new reality show as people are more attached to reality shows than daily
soaps. People expect something new and are now not so attached to daily soaps. To
increase the TRP of channel and to capture large number of viewers channels comes up
with new reality shows and each channel has at least one reality show every time
coming out with new concept. Channels like star pus came up with shows like Amul
Master Chef India, Just Dance, Aap Ki Kachehri, etc. even this channel has its own
channel awards function i.e. Star Parivaar Awards. This is very famous award function.
Zee TV came up with Sa Re Ga Ma Pa, Star Ya Rock star, Dance India Dance and even
they have separate event function known as Zee Rishtey Awards. The other channel
like MTV focus on youth and introduced shows like Roadies, Splitsvilla, stunt mania,
etc.
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Reality shows on one hand are also working as tools to bring the families
together as most of the reality shows like KBC, Just Dance, Dance India Dance, etc. are
liked and loved by all of the family members. These shows are also providing as
matters of common discussion among all age groups of people. But on the contrary, this
also remains the fact that the consumers nowadays are diverted towards this TRP
business as they are the ultimate victims and the fact remains that truth worthiness of
these shows is also not guarantee. The consumers are source of income for these
channels and they introduce the system of SMS, voting. People are crazy and vote for
their favourite stars and the SMS charges for such programme are high through which
company gain large amount of profit. The consumers are repaying for entertainment
through all mediums.
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CONCLUSION
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Reality shows as we know today is the favorite genre of all Television

producers. On one hand they generate good revenues for Television Industry and
on the other hand they create a very good platform for thousands of Indian
youngsters who want to achieve heights in their field of interests. With the advent
of technology, the web is not untouched with these reality shows. It seems that
though it is television that is gaining the TRPs with such kind of shows, the future
of these shows is on the web. With the huge surge in internet video on You Tube,
Google Video, AOL Video and others, it is apparent that web-centric entertainment
is on the rise. Web reality show is the premier online destination to learn about and
discuss all the latest web reality offerings.
Be it Dancing, Singing, doing Comedy, modeling or other talent, the web
these
days has everything in its
kitty. Ibibio, MSN, Hungama.com,
Contesttowin.com and Zatang are coming up with innovative ideas of reality

shows for social entertainment. The list doesnt end here, apart from the Ibibo and
Zees tie-up, several companies, such as Campus18, the digital arm of media
conglomerate Network 18 Fincap Pvt. Ltd., Yamaha Motor India Pvt. Ltd., Bharti
Airtel Ltd. and online news and entertainment company Rediff.com are all
planning similar moves.
Talking about the growing web reality shows trend, Gaurav Mishra, CEO,
2020 Social says, Web reality show trend is growing as internet is providing big
platform for different social entertainment. Sites like Ibibo and others are coming
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up with unique ideas of voting and participating in contests increasing the numbers
of netizens. Discussing the web reality shows and contest, Rahul Sharma, Vice
President- Brand Solutions, Ibibosays, There are a lot of initiatives that we are
doing. We had Aircel iNQ Contest, i-Videostar, i-hunk, freshface, Airtel i-singer, iserial star. All these initiatives have enabled us to pull a lot of traffic and since the
applications are interesting more and more people want to be a part of it. Pradeep
Lamba, Media Director, Quasar says, Social gaming is gaining power these days.
Same is the case with online contests and reality shows. This has come up to be the
best way to reach the audience.
But, how are web reality shows different from TV reality shows? Gaurav
Mishra says, Television is using linear format while web these days has a lot of
options. Elaborating the same, Rahul Sharma says, On television, you see the
recorded content and no doubt that is edited. Here people upload their videos, but
we do not edit the videos, we just verify the user and upload the content without
any alteration. We also bring out the results on the basis of audience votes and the
entire voting system is transparent, unlike the television reality shows.
Well!! Its always audience that matters. Be it television or web, the
audience for such shows are increasing day by day. Gaurav has some figures to
share with us. He says, There are 30 to 50 million net users and 11 million mobile
net users in India. The number of audience is increasing rapidly. Rahul Sharma
says, Talking about the audience for these contests or shows, I would say that
todays youth spends maximum time online and these contests and shows give
them a platform to showcase their talent. Gone are the days when people used to
spend their evenings in front of the idiot box, now people have got more involved
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with the internet and have got more interactive as compared to the earlier times.
Moreover voting online is free, therefore we obviously have audience.
It is the success of reality shows on TV that has initiated the response from
advertisers for the Internet. And if done right, experts believe that the Web could be
more profitable environment than TV to harbour the concept of reality shows.
Gaurav Mishra says, Marketers are adopting new ideas to advertise their brands
on web. Even, companies like Maruti and others are sponsoring and promoting
such kind of shows.
Briefing brand promotion strategy on web, Pradeep Lamba says, These
shows and contests are one of the best tools for brand promotion. Companies like
Chevrolet, Maruti, and Airtel etc are investing a lot of money in such contest. As
per the brand special programs, games, contests and shows are designed, the brand
is placed in such a way that it gets the maximum eyeballs. This helps in brand
recall and increases the brand popularity. We also promote these games/contests on
social networking sites and player or contestant himself also spreads the word,
therefore such programs have a wide reach as far as audience is concerned.
Therefore, ROI is very high in such web related shows and programs.
However, industry professionals believe that online reality initiatives are still
very niche in the Indian market. All these programs or initiatives currently target
the youth. In the west, this market has a mass effect and to bring such an effect, the
technology has to be upgraded, innovative ideas have to be generated and the
creatives should be such that they rope in all the age groups and not only youth.
But no matter what the web reality shows will be a hit in the coming future.
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ETHICS & REALITY TV

Should We Really Watch?
Media both in India and around the world seem to have "discovered" that socalled "reality" shows are very profitable, resulting in a growing string of such
shows in recent years. Although not all are successful, many do achieve significant
popularity and cultural prominence. That does not mean, however, that they are
good for society or that they should be aired.
The first thing to keep in mind is that "Reality TV" is nothing new - one of
the most popular examples of this sort of entertainment is also one of the oldest,
"Candid Camera." Originally created by Allen Funt, it showcased hidden video of
people in all manner of unusual and strange situations and was popular for many
years. Even game shows, long a standard on television, are a sort of "Reality TV."
Today's programming, including a new version of "Candid Camera"
produced by Funt's son, goes quite a bit further. The primary basis for many of
these shows (but not all) seems to be to put people in painful, embarrassing, and
humiliating situations for the rest of us to watch - and, presumably, laugh at and be
entertained by.
These reality TV shows wouldn't be made if we didn't watch them, so why
do we watch them? Either we find them entertaining or we find them so shocking
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that we are simply unable to turn away. I'm not sure that the latter is an entirely
defensible reason for supporting such programming; turning away is as easy as
hitting a button on the remote control. The former, however, is a bit more
interesting.
SOCIAL MEDIA AND REALITY TELEVISION IN INDIA
Reality shows have become a topic of discussion for every Indian today. It is
a source of both entertainment and news. The era of the Saas Bahu soaps is over
and the spot light is now on reality television. Whether it is Rakhi ka Swayamvar,
Sach Ka Saamna, Little Champs or Splitsvilla ; everyone is talking about them.
Social media has given an opportunity to the channels and viewers to
express their opinions and speak their minds. Television channels are increasingly
using the power of social media to increase the popularity of the shows along with
many other marketing channels. Be it social networking, blogs, micro blogging or
forums television channels are using all these tools to leverage the shows. The
viewers of reality shows are also using this platform to make their presence felt in
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the wave of reality shows. It has generated a high level of viewer participation and
engagement.
For example the presence of the much talked about Rakhi ka Swayamvar
was seen in Facebook, Orkut, Twitter, blogs etc. Some people started talking about
the show and like ripples of water slowly and steadily a lot of people started
expressing their opinions in this platform. Many official and unofficial
communities were formed around the show. Many videos and pictures of the show
were uploaded in various sites and the buzz was created. These helped the show
gain popularity and achieve a very high TRP. I personally was following a
community called We hate Rakhi Sawant very closely in Facebook and was
amazed to see that over 6,000 members were added each day. This community was
formed only after the show was aired in the end of June 2009.This is a very good
example to support one of my previous blogs Social Media- News Spreads Like
wildfire!!!
Thus, social media is being used to add on to the buzz and encourage people
to participate in the shows actively. The view of the viewers is heard via this
medium and the shows also remain on the top of mind of the viewers.
Reality shows play a significant role in television broadcasting benefiting
the producers, sponsors, advertisers and anyone who has a stake in the making of
it. Reality shows are degrading the society, individuals and ironically, these reality
shows are far different from true reality. Reality programs have taken a major part
in the affect on civilization and its influence on American popular culture.
Although reality TV shows have acquired great demand among audiences in the
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origins of 70s, it has led to a decrease in social value which has a downbeat impact
on the society as a whole.
Love it or hate it, reality TV is here to stay. Producers will continue
producing reality shows, big brands will continue endorsing them and we will
continue watching them as long as the average human being continues to derive
much pleasure from being a fly on the wall.
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ANNEXURE
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QUESTIONNAIRE
1.Which is your favourite reality show?
2. What do you like in it?
3. Do you see the advertisement that pope in between your favourite show or you
get irritated?
4.Dou you believe that these shows are real or only pre-scripted one?
5. Do you contribute to the SMS, questions being asked?
6. What is your favourite event ? Why ?
a. IIFA
b. Filmfare
c. Common Wealth Games
d. Lakme Fashion Week
e. IPL
7. Do you eagerly wait for your favourite event every year?
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BIBLIOGRAPHY
&
WEBLIOGRAHP
Y
The Search Engine
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With
the Help of...
BIBLIOGRAPHY
1. Special Studies in Marketing [BMS] By Romeo Mascarenhas
2. Newspapers - Economic Times & Times of India
WEBLIOGRAPHY
1. www. scribid.com
2. www.iifaawards.com
3. www.lakmefashionweek.com
4. www.hindustantimes.com
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MARKETING OF REALITY SHOWS AND EVENTS

MARKETING OF REALITY SHOWS AND EVENTS

OBJECTIVE OF THE STUDY

LIMITATION OF THE PROJECT

MARKETING OF REALITY SHOWS AND EVENTS

MARKETING OF REALITY SHOWS AND EVENTS

3.1 WHAT IS MARKETING?

MARKETING OF REALITY SHOWS AND EVENTS

Marketing is basically your interaction with your consumer. This interaction

MARKETING OF REALITY SHOWS AND EVENTS

MARKETING OF REALITY SHOWS AND EVENTS

3.2 MARKETING MIX FOR REALITY SHOWS

MARKETING OF REALITY SHOWS AND EVENTS

MARKETING OF REALITY SHOWS AND EVENTS

MARKETING OF REALITY SHOWS AND EVENTS

In reality shows promotion is done through news papers, television, radio,

MARKETING OF REALITY SHOWS AND EVENTS

3.3 MARKETING MIX OF EVENTS

MARKETING OF REALITY SHOWS AND EVENTS

provide service to the organization by implementing these features and more

MARKETING OF REALITY SHOWS AND EVENTS

MARKETING OF REALITY SHOWS AND EVENTS

3.4 CURRENT SCENARIO

MARKETING OF REALITY SHOWS AND EVENTS

3.5 IMC TOOLS

MARKETING OF REALITY SHOWS AND EVENTS

3.6 WHAT IS REALITY SHOWS AND EVENTS

Reality television is a genre of television programming that presents

MARKETING OF REALITY SHOWS AND EVENTS

so as a documentary. Today, reality TV programming has exploded. You can hardly

MARKETING OF REALITY SHOWS AND EVENTS

A contest of one or more sessions.

A COMPREHENSIVE NEW DEFINITION

MARKETING OF REALITY SHOWS AND EVENTS

MARKETING OF REALITY SHOWS AND EVENTS

3.7 MARKETING OF REALITY SHOWS AND EVENTS

MARKETING OF REALITY SHOWS AND EVENTS

MARKETING OF REALITY SHOWS AND EVENTS

telephone call and pour in ones own

MARKETING OF REALITY SHOWS AND EVENTS

MARKETING OF REALITY SHOWS AND EVENTS

EVENTS:The activity of designing or developing a themed activity, occasion, display,

to promote a product, cause, or organization. Also called event creation. While

MARKETING OF REALITY SHOWS AND EVENTS

Event marketing activity can be held locally or on a national forum. Both

3.8 EXAMPLES OF EVENT MARKETING

MARKETING OF REALITY SHOWS AND EVENTS

Branding Company and Products

MARKETING OF REALITY SHOWS AND EVENTS

MARKETING OF REALITY SHOWS AND EVENTS

1. ADVERTISING:Advertising is defined as any paid form of non-personal communication

MARKETING OF REALITY SHOWS AND EVENTS

MARKETING OF REALITY SHOWS AND EVENTS

Public relations is defined as the management function which evaluate

MARKETING OF REALITY SHOWS AND EVENTS

MARKETING OF REALITY SHOWS AND EVENTS

MARKETING OF REALITY SHOWS AND EVENTS

MARKETING OF REALITY SHOWS AND EVENTS