Today we have 300 plus television channels almost all these channels are 24 x 7. We get see about 40 plus 24 x 7 news channels. Sometimes I wonder how all these channels are managing their program schedules. Where are they getting so many new things to air for 24 hrs? One must give viewers something which can glue them to television sets and doing that is definitely not so easy job to do. I must say creativity of all those managing these channels is commendable. You need issues to discuss and debate. You need people to talk about. Of course our politicians are helping these channels by providing some material by making controversial statements. Our film stars by expressing their opinion on things which are beyond their area of specialization and how can we forget our dearest people from sport fraternity by most of the times not playing to their potential. But still this material is very less to be aired for 24 hrs a day. Ms. Ekta Kapoor and her Bajaji Television along with some fellow directors provided some sort of solution in terms of daily Saans Bahu Beti soaps to entertainment television channels and giving some issues to discuss on the news channels. People started disliking these daily soaps and started loosing interest in these serials. Television channels were very quick to realize this fact and they came up with new plan to set up a business which can produce celebrities and the new production unit is called as reality show.
In India we got few celebrities in different walks of life about whom people like to listen to, discuss and debate. If I have to name them, we have Mr. Amitabh Bachchan, Rani Mukharjee, Aishwarya Rai, the three Khans, Lalu, Sonia, Sachin, Sourav, Rahul and of course Sania. This number is very less for channels to discuss about these people and issues related to them. When Aishwarya Rai weds Abhishekh Bachchan it becomes breaking news for all TV channels. If Mr. Bachchan wears a spectacle worth Rs. Three hundred thousand it becomes news to discuss for two days. But how much can one discuss these things and make them into breaking news. There is need for more celebrities and the best tool for this is a reality shows which can occupy some prime time on entertainment channel and create some celebrities to talk about on News channels. There are at least more than ten reality shows working on this project.
This idea of producing celebrities and creating material to sale them and issues related to them on channels is working out for the both entertainment and News channels. There are some management lessons to be learnt
- Understand what viewers want to see and giving it would ensure product success.
- To attract people it is very important to have good packaging of the product.
- Product with multiple usages would benefit all the stakeholders e.g. Celebrity Reality shows increases TRP rating of entertainment channels and provide stuff to News channels so that they can discuss various issues such as likes and dislikes of these celebrities and many more things. Both of them are benefited.
But looking at very short lived fame of these reality shows one must understand the fact that the design of the product should be very good and quality should be ensured to maintain the market leadership for longer period of time.
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