Consumer Behaviour Case Study

Reality Shows in India and Colors Channel's National Bingo Night: Abhishek Bachchan's Aaraam Classes

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Abstract:
Since ages, the most popular form of entertainment has been people performing different arts in front of the audience. The gladiators in the ancient Rome took part in horrendous fights to entertain the crowds and elites. Similarly, the way the Sumo fighters of China challenge one another in their hair-raising wrestling fights and the ferocious mace fights between Bhimsen and Duryodhan from the epic Mahabharata brought out real and live entertainment to the crowds. They might have been the precursors of the modern day reality shows that we regularly see on different television channels. These reality shows are based on particular themes and are aimed at encashing the feelings of audience be it – talent hunt, celebrity show, game show, quiz show, makeover show, etc. The Viacom18 group’s channel Colors has come up with an innovative idea by basing its reality show on the concept of aaram i.e., one can walk away with amazing money prizes even while taking rest.

Set in early 2010, this case study mainly focuses on the reality shows and the transformation of the basic themes on which they are based. Tracing the genesis of the reality shows, this case study examines how television industry witnessed the changing formats of reality shows with the advent of the satellite TV and how the entertainment channels conceptualised these shows in tune with the changing mindsets of the audiences. Critically analysing the viewers’ psychological aspects, this case study examines the viewer/consumer behaviour towards the shift in the reality show formats in general and the Abhishek Aaram Classes to the National Bingo Night in particular.

Pedagogical Objectives:

• To understand the advent of the satellite TV in Indian home entertainment sphere and the revolution it has created in redefining the Indian small screen entertainment from limited content to unlimited programme formats
• To analyse the influx of TV entertainment channels and their endeavours to top the consumers’ favourite channel list. To evaluate the channels’ competitive efforts in creating various innovative programme formats and the rise of the reality shows
• To understand the Colors channel’s conceptualisation of the reality TV show National Bingo Night as not another ‘me too’ reality show format, with its unique promotional campaign “Abhishek Aaram Classes”
• To critically analyse the concept ‘just-relax-and-win- money’ of, National Bingo Night. To have a debate on the success of this reality show in the wake of fading reality show entertainment formats on general entertainment channels on TV.

Keywords : Consumer Behavior, Indian Consumers, Consumer perception, customer involvement, customer engagement, Reality Shows, Reality Shows in India, Colors' Channel, Colors' segmentation, Entertainment and Consumer Behavior, General Entertainment Category, National Bingo Night, Formats of Reality Shows, Types of Reality Shows

Contents:

• The Genesis of Reality Shows and their Stint on TV
• Reality Bites on Indian Television Market
• The Gold Rush!
• Narrowcasting – Reaching the Target Segments
• Bingo! It's Time for Abhishek’s Aaram Classes!