Can Big B create Magic For Sony

Hello World,

Big B is coming back as the host of the fourth season of the decade old Kaun Banega Crorepati (KBC). And this time it will be on Sony Entertainment Network and not the News Corp-owned Star Plus.

Sony is currently lagging at fourth place amongst Hindi general entertainment channels, behind Star Plus, Zee TV and Colors. Sony will be hoping the Big B can do for the channel what he did for Star Plus a decade ago - propel it to the top of the charts.

According to TAM Media Research (TAM), the first season of the property that had run for 270 episodes had an average television viewership rating (TVR) points of 14.1 while the average for the second and third seasons (the third was hosted by Shah Rukh Khan) dropped to 11.1 and 6.8 TVR points, respectively.

The big question: Can Big B create magic for Sony like he did for Star Plus. Well I am skeptical this time . My reasons are:

When KBC launched first it was the first reality show on television and the Big B's first TV appearance as a host of the show. The concept of reality show and appearance of big star such as Big B was unique to Indian audiences. I am afraid that this time around Sony is failing to create the buzz

The success mantra of realty shows is to provide content that appeal to masses, offer something unique and fresh each day to avoid boredom. According to media reports With KBC, Sony TV is looking to bring huge changes in the format. But how far it can go is a matter of conjecture, given this is an international format licensed from Celedor, a UK-based TV production firm. In the past also KBC did not offered anything new to the audience in the last two seasons.According to TAM Media Research (TAM), the first season of the property that had run for 270 episodes had an average television viewership rating (TVR) points of 14.1 while the average for the second and third seasons (the third was hosted by Shah Rukh Khan) dropped to 11.1 and 6.8 TVR points, respectively.

Looking at the kind of investment Sony is making on KBC I expect that the show will be telecasted in prime time (8:30-10:30) when the ad rates are highest. The problem here is the prime slot is already booked with number of highly popular tele serials. Just have a look at the TRP ratings as of 11^th August 2010

(1 ) Zee TV 2100-2130 - Pavithra Rishta

(2) Colors 2200-2230 - Uttaran

(3) Colors 2230-2300 - Naa Aana Iss Des Laado

(4) Zee TV 2000-2030 - Jhansi Ki Rani

(5) Zee TV 2130-2200 - Agle Janam

(6) Colors 2130-2200 - Laagi Tujse Lagaan

(7) Zee TV 2030-2100 - Yahaan Main Ghar Ghar Kheli

(8) Colors 2030-2100 - Bairi Piya

(9) Zee TV 1930-2000 - Choti Bahu

(10) Star Plus 2100-2130 - Bidaai ---

These TRPs tells the whole story behind the desperation Sony is facing. All the soaps listed above are well established. It will be very hard for Sony to get the share from this pie. The only positive that Sony can take from here is that not a single show is reality based

Sony for its part hasn't had much success in the past with such shows. Madhuri Dixit hosted Kahin Na Kahin Koi Hain, Govinda hosted Jeeto Chappar Phaad ke and Salman Khan hosted Dus Ka Dum, but none could set the fire

I am quite sure that executives in Sony must be counting on the charisma of Big B to create Magic for Sony.

Good Luck Sony

Is David Gonna Win

Hi World,

Indian mobile handset market is going to get bloody.

Nokia is losing market share in India. According to the 09-10 data Nokia market share dipped from 64% in ‘08-09 to 52.2%.

The biggest winner is Micromax which has gained a market share of none to 4%. The question is "Will Micromax win this War"

In my opinion it will be not very easy for Micromax. My reasons are as follows

Nokia has built a strong brand image. Although the Nokia phones are considered costly but their quality is never questioned

Strong focus on R&D will let Nokia launch innovative and improved product

Great after sales service network

Micromax has won the initial battle (thanks to IPL, IIFA and Akshay Kumar) by registering its brand on the minds of consumer but It has to still win the war of gaining trust of consumers who are buying these phones because they are cheap and good looking. But the trust can only be gained by superior product quality and great service.

Micromax and other low cost brands may be able to capture some share from established brands but premium and most profitable segment will always be for established brands. The segment where consumers are early adopters, need innovative products and quality

Only time will tell what Micromax is upto. Stick to the low cost strategy or move up the ladder and gain brand loyalty and trust of consumers

I believe the case is exactly what Nirma did to Rin and Japan did to America "Awakening the Sleeping Giant"

Bye for now and do leave your comments