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Bhavishya phal show analysis may new.om

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  • (voice modulation, tonality, communication skills)
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  • Age grpStudents Summer time focus on fitness
  • Transcript

    • 1. CONSUMER RESEARCH
      BhavishyaPhal Show
      (50 interviews)
      (MAY 2010)
    • 2. Presentation Flow
      Channel Performance
      Demographics of the customers
      Viewership & Participation pattern
      Show Content Response
      IVR
      Suggestions & Future participation
      Summary
    • 3. Bhavishyaphal HSM National : Reach - MOU’s
      4%
      3%
      5%
      5%
    • 4. Bhavishyaphal week wise performance
    • 5. Bhavishyaphal April – May Reach %
      19%
      -46%
      185%
      54%
      -25%
      53%
      13%
      -62%
      -47%
      -100%
      0%
      0%
      0%
      0%
      139%
      0%
    • 6. Bhavishyaphal May - Reach MOU’s
    • 7. BhavishyaPhalApril - May MOU %
      47%
      1%
      -2%
      0%
      -14%
      -20%
      3%
      -4%
      0%
      15%
      38%
      1%
      11%
      5%
      4%
      -14%
    • 8. REACH VIS-À-VIS MOU
      • On an average 1,30,897 people watching our show per day, 5% are participating on our show
      • 9. Every Unique User giving average calls 1.71 ( times)
      • 10. Every Unique User is generating average 4.32 MOUs
      • 11. Averagely each call spends 2 mins 31 secs
    • Demographics
      GENDER
      AGE GROUP
      • BhavishyaPhal show has maximum male participants
      • 12. There is participation from all the age groups
      INCOME
      OCCUPATION
      EDUCATION
    • 13. Type Of Connection
      CABLE & SATELLITE/DTH
      PREPAID /POST PAID CONNECTION
      The following table depicts:
      • The number of prepaid & postpaid users having C&S connection in their homes
      • 14. The number of prepaid & postpaid users having DTHconnection in their homes
    • Their viewing habits
      Research Findings:
      • 50% respondents (ADDICTED) watch our show more than 5 times in a week
      • 15. 32% respondents (LIGHT USERS) watch our show at least once or twice in a week
      Reasons for watching only once/twice-
      - Busy with office work (14%)
      - No time (8%)
      - In college (4%)
      - Busy on household work (2%)
      • 18% respondents (HEAVY USERS) watch our show 3-4 times in a week
      Reasons for not watching our show more frequently are-
      - Busy with work (10%)
      - Busy travelling to college (2%)
      - No time (6%)
      • There are no first timers and nobody has stopped watching our show.
      Viewers have been bifurcated as :
      First time watchers (Recently started watching)
      LIGHT USER: Watches 1-2 times in a week
      HEAVY USER: Watches 3-4 times in a week
      ADDICT: Watches 5 times and above in a week
      Stopped : Stopped watching
    • 16. Their participation patterns
      Research Findings:
      • 66% respondents (LIGHT USERS) participate on our show at least once or twice in a week
      Reasons for participating only once/twice on our show-
      - Call rates are high (38%)
      - No Time (18%)
      - Busy with work (6%)
      - Busy with household work(4%)
      • 24% respondents (HEAVY USERS) participate on our show 3-4 times in a week
      Reasons for not participating on our show more frequently are-
      - Call rates are high (18%)
      - Calls always put on hold (2%)
      • Only 8% respondents (ADDICTED) participate on our show more than 5 times in a week
      • 17. Only 2% are first timers whereas nobody has stopped participating on our show
      Participants have been bifurcated as :
      First timer(Recently started participating)
      LIGHT USER: Participates 1-2 times in a week
      HEAVY USER: Participates 3-4 times in a week
      ADDICT: Participates 5 times and above in a week
      Stopped : Stopped participating
    • 18. Comparative Data
      VIEWERSHIP
      PATTERN
      OBSERVATIONS MADE:
      Despite a dip in the no. of addicts last month, there is a 38% increase this month
      Many respondents this month have started watching our show on a regular basis
      Nobody has stopped watching our show
      PARTICIPATION
      PATTERN
      OBSERVATIONS MADE:
      The Addicts remain constant whereas the heavy participation has increased by 71%
      Many respondents have shifted from light participation to heavy participation
      Nobody has stopped participating on our show since the past 3 months
    • 19. Why BhavishyaPhal show ?
      Reason for seeking an advice from astrologers
      What made them instantly call on BhavishyaPhal show to speak to the Live astrologers ?
      Special mention was done for Indu Ahuja as a good astrologer by 10% respondents
    • 20. Response on watching other Astro shows
      12% respondents also watch other Astro shows on television apart from our show
    • 21. Customer Feedback regarding one thing they like/dislike about BhavishyaPhal
      Wellness factors of BP show:
      • USP of interactive TV Show with counseling
      • 22. On the spot customized solutions for each customer
      Challenging factors for BP show:
      • Customers are time conscious and their fluctuations in participation pattern depends majorly on this
      The Way Forward
      Enhance assurance on QUALITY of service provided by 2 key quality parameters:
      Technical Competence in terms of faster customer connectivity
      Quality in Astrologer counseling
    • 23. Kind of problem faced
      • Observation: Since the past two months, there are many respondents with family problem
      • 24. The Way Forward:
      During the live show, astrologer should project himself/herself as a counselor for family issues
      Also she should emphasize on family bonding, optimism in a bright career and herself to be that route to their future decisions
    • 25. Feedback about Astrologers during the LIVE studio call
    • 26. Other Insights
      Ranking for the current streams- (1st May-20th May episodes)
      Credibility : Live Astrologers
      Rank-1
      Rank-1
      Response on the show timings preferred
    • 27. Other Insights
      Opportunity For Introduction Of A Service (New Product Lines)
      NIL response for Psychiatrist Counseling
      No
      Yes
      A new service opportunity has emerged this time of HEALTH,FITNESS &NUTRITION COUNSELING, which should be explored & thorough R&D be done to track the demand & feasibility
    • 28. Awareness about show & services
      Awareness : Appointment Service
      Awareness : BhavishyaPhal Show
      • Out of 20% respondents who are aware about the appointment service only 8% have availed the appointment service ONCE and 2% availed TWICE
      Awareness : Backend Service
      • Out of these 16% respondents, only 2% have availed the backend service
    • IVR Experience Of Customer
      • All the respondents were able to get connected to 5664466 immediately
      • 29. 84% of the respondents faced problems after getting connected to 5664466
      Source : Data tracked from CDR
      High Call Charges (4%)
      Balance not enough
      to participate (6%)
      • 24% respondents out of all respondents were connected to the studio and spoke with Live Astrologers
      • 30. On an average 3 attempts were made by all respondents
    • Other Insights
      Reasons for Excellent Rating (16%)
      - 12% find the astrologers very good
      - 4 % liked the solutions given by the astrologer
      Reasons for Good Rating (76%)
      - 34% respondents said they like the show
      - 14% respondents said they have faith on the astrologers
      - 4% respondents said they trust and can follow Indu Ahuja blindly
      -24% respondents said that people can get solution to their problems quickly
      Reasons for Average Rating (6%)
      - 6% complained calls never get connected
      Reasons for Below Average Rating (2%) as find it fake
      Show Rating
      Future participation :100% would like to call again to speak to our Live studio astrologers in future
      Suggestions :
      • 42% respondents said that the call rates should be reduced
      • 31. 30% respondents said that the calls should be received soon
      • 32. 20% respondents didn’t suggest anything , as they like the current show
      • 33. 6% respondents said the solutions should be send via sms so we don’t miss out on the information
      • 34. 2% requested the time for the show to be more early
    • Summary
      Our TG :
      BhavishyaPhal show has maximum male participants
      There is participation from all the age groups
      Only 42% have disclosed their income details & Deprived Class remains as our maximum participants
      Maximum participants are from Service background ,followed by Self-employed category
      Maximum participants have graduation as their highest educational degree
      Majority of the participants (76%) have cable & satellite connection & majority of participants use prepaid mobile service
      Viewership & Participation:
      50% respondents (ADDICTED) watch our show more than 5 times in a week
      24% respondents (HEAVY USERS) participate on our show 3-4 times in a week
      76% respondents say they call to seek advice about their work & family relations
      76% respondents call instantly because they get instant solution to there problems
      16% respondents also watch other Astro shows on television apart from our show
      52% respondents prefer an early morning timing i.e. between 07.00-09.00am
      94% respondents ranked Crystal Ball & Pendulum stream as RANK1
    • 35. 44% said that remedies provided to them make them believe in Live astrologer
      54% respondents said yes for introduction of new service & A new service opportunity has emerged this time of HEALTH,FITNESS &NUTRITION COUNSELING, which should be explored & thorough R&D be done to track the demand & feasibility
      28% respondents said the problem should get solved within 1 week
      90% respondents came to know about our show through TV show
      Only 20% respondents are aware about appointment service & out of this only 8% have availed the appointment service ONCE and 2% availed TWICE
      Only 16% respondents are aware about backend service and only 2% have availed the backend service
      All the respondents were able to get connected to 5664466 immediately but 84% of the respondents faced problems after getting connected to 5664466
      12 respondents out of 50 respondents were connected to the studio and spoke with Live Astrologers
      100% have recommended the service to friends & family members
      100% would like to call again to speak to our Live studio astrologers in future
      42% respondents said that the call rates should be reduced
      76% respondents rated the show asGood
    • 36. Thank You

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