Bhavishya phal show analysis may new.om

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Bhavishya phal show analysis may new.om

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

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