MRSI_Reeling for Reality_Youth Research_Firefly Millward Brown
1. Researching New India
- Changing Expectations of The Youth
Presented by: Vartika Hali and Vishal Sampat
Changing dynamics and expectations
21st Annual Market Research Seminar
Sept 29,30 2011 - Bangalore
3. The Current “Reality”
TALENT
SHOWS
TASKS
RELATIONSHIP
-BASED
SHOWS
“That was a
great
performance! You
sang like a
dream!” Desperate participants and frustrated judges.
Lizards crawling over a girl’s head.
Girl eating
strawberries…and
some insects too.
Group of girls and boys talking
amongst themselves.
Two boys start swearing at each other. The show’s host
has to interrupt and ask them to behave themselves.
A boy fights with his girl friend and
best friend when he discovers that
they are cheating on him.
6. The Numbers Show
The reality genre now holds over 13 percent of the
general entertainment space.
Source: TAM Media Research
Market: Hindi Speaking market
TG: CS 15-24 yrs
Channels: Hindi GECs
Program Genre: Reality shows (This genre includes all reality shows,
Game / Quiz Shows & Talent search shows on Hindi GECs)
Period: Yr 2008, 09, 10 & H1 2011
Colors retained its No.2 position, but a large part of GRPs came from reality shows and expensive
movie acquisitions.
Sony gained momentum owing to sequels of successful reality show properties.
Reality TV programs together command about 30 per
cent of the Rs.100bn TV expenditure.
FICCI-KPMG Report, 2011
TAM TV Ratings
8. “What Has the World Come To ?”
Self expression is so important, that nothing needs to be held back. Let go
Seeking of vicarious thrills via someone else’s actions
Fame, power, glory, they want it all
‘They want it right here, right now’
Are Adventurous, bold, and have the spirit of facing fierce competition unfazed
Are obviously Materialistic
It’s OK to let the darker side in you show. Negative behavior is ‘cool’.
Challenge and experiment with societal hypocrisies and familiar ‘truths’
Love explicit sharing – their secrets, experiences, life stories
9. IS THIS FOR REAL ?
IS THIS REFLECTIVE OF YOUTH VALUES ?
11. Let’s Get Real (1)
Experts (4)
Depth Interviews with
Sociology experts
Media experts
Production houses
Outside
the show
Inside
the show
Desk research
Online blogs
FB sites / fan pages
Articles
Interviews
Review sites
Reality TV participants
from Mumbai, Lucknow,
Rajasthan, Chandigarh
Baroda, Gwalior,
on…
Talent-based shows (7)
X Factor, Indian Idol
India’s Got Talent
Entertainment ke Liye…
Dance India Dance
Non-talent based shows (4)
Sachh Ka Saamna,
Roadies, Splitsvilla
Beauty & The Geek
12. Let’s Get Real (2)
Reality TV viewers
OBJECTIVE
•A chosen set of respondents would help us explore their world.
And work as content creators and bring for us revealing
real life stories
•Creating a Reality TV format (mix of online and offline) to
explore youth values
and whether different in Metros and Small Towns
via. Mumbai, Kolhapur (15-24 years)
PROCESS
•Given a feel that they are participating in a Reality TV show
with promos, an official host, etc.
•Made comfortable with the process.
Introduced to each other so that they know whom they are
competing against
•Taken through an orientation session
The format and tasks explained
Motivation/ incentives shared
TOOLS
Any preferred form of recording
Mobile phone, handycam, pen cameras placed
Online Portal
Constant engagement
for uploading pictures, video links and stories
Offline Diaries
To capture their experiences and thoughts
On A Reality TV Show
15. Output (Videos)
Two friends decide to settle their monetary debts by
cheating their friends in to a rigged game of ppoer.
Some boys show off motorcycle stunts.A band entertaining friends in college.
18. A New Game of Life
• Introducing us to a new game
– A new world, new rules, new boundaries
– New extremities
– New social construct
“An aperture that leads to ambition
- Expert
19. Need For A Manual
• Sensitisation to the game
• Preparation for the real world
• New codes
• Techniques, tactics, strategies
• Survival and success
• Cheat codes
I’m not that bad
I don’t want to be like that
That is cool
Like a training program - Expert
Like college ragging-Expert
“
20. The Pay Offs
• Allowing people to redeem their lost lives
• Giving a route to escape the real life challenges, a state of
suspended reality
• Almost like an addiction / a ‘trip’
• Seeking answers to questions they can’t ask anyone else
• Legitimising behaviour
• Helping gain social acceptance
I want my brother to be proud of me because
he thinks I am a dumb person who cannot
learn anything in life.– Male, Kolhapur“
22. 1. It’s My Turn To Play
•Time to experiment, try
•Short –lived youth
•Urgency to ‘get there’
•2 mins of fame, glory
Ab nahi karunga toh kab karunga?
“Abhi age kam hai, isliye experiment kar
sakte hai…parents bhi isliye mana nahi
karte hai……..mere father ne kaha hai
ki 28 tak jo karna hai kar le fir to mera
business samhalna hai ..
This is my time to explore.....so I
would try to make the most of
it…after that anyways we have to
settle down and family and
responsibilities come into the
picture…..the we cannot afford to
explore like this
23. 2. Figuring It Out On My Own
Exposure to extreme values
How far can I go?
Searching for their identity
Deciding for yourself
No right or wrong
To each his own
No fixed stereotypes
“I owed some money to a friend.
We planned to get a couple of
more friends over for a night of
Poker and I could arrange the
cards and read the body
language in such a way that I
could make them lose.
24. 3. Play smart. …Outsmart
• Be smart. Play smart.
…Outsmart!
• Pick your game
• Easy game, jugadoo
• Collective individualism
– self identity in a crowd
• Gain acceptance by proving it
differently
“Har koi Einstein nahi hota
I knew my strength was my voice, more than
my singing. It was my X-factor. I used the
show as a platform and became an RJ.
-Participant
I could have done medicine or engineering,
but there are hundreds of them coming out
every year. However, there are very few
singers that make it big. And I would rather
be one of them. - Indian Idol winner
25. 4. Get There
• Aim to win, you will get somewhere
• Are not clueless, confused
– Know what they want
– How to get it
I want to be among the richest persons in
the world. I want 2-3 Ferrari cards in front
of my house.
– Male, Kolhapur
“
26. 5.Nothing to lose
• Take your chances
• Confidence to take on
A lot of people aren’t doing anything with
their lives anyways. They come to
participate in the lure of a comfortable
lifestyle while the time they are participants.
They know they have nothing to lose and
can always go back.
– Producer of a reality show
There were auditions happening on my
campus, so I went in to take part.
– One-time participant
I couldn’t make it to the finals of Popstars.
So I waited for another chance.
– Indian Idol winner
“
27. 6. Plan B
• Ready for twists/turns and surprises
• ‘Future proof’ my life
I had a professional degree so I didn’t
mind taking the risk. Worst case, I
need to find a job.
– Participant
I have a pilot’s license. But I don’t
want to transport passengers for a
commercial airline. I will rent an
airplane when I feel like flying.
- Roadies, Splitsvilla participant
“
28. 7. Move on
• There’s always a second chance
• Make a mistake, own up to them or
cover them
Lag gayi meri skoda
ki... Daal diya
Yeh nahi toh kuch aur sahi,
who nahi toh kuch aur
When my mom was
hospitalized severely, it
made me rethink my whole
life and put it on track.
– Female, Mumbai
I loved this guy to the
fullest, but he just screwed
my life graph. I cared about
him so much, but we all
make mistakes.
– Female, Mumbai
“
29. 8. Keep Playing
• Don’t stop at one level
• Moving targets
• Next is what?
• Flexible plan / no ‘fixed plans’
“I have a pilot’s license. But I
don’t want to transport
passengers for a commercial
airline. I will rent an airplane
when I feel like flying.
- Roadies, Splitsvilla
participant
30. 9.It’s OK to Cheat a Bit
• Winning important
• Harmless cheating
31. 10. Play Multiple Games
• Multiple experiences at the same
time (thrill, spiritual, adventure…)
• Not duality or schizophrenia
• Facilitated by
– Plenty
– Content Explosion
– Access to menus and options
– Multi-tasking
We get one life ….and we should explore,
experience and enjoy everything, why to leave
out anything and regret later, better to try out
everything
I walked for Ganpati Visarjan barefoot for 2
hours!
I want to plan a bachelorette party in Vegas!
– Mumbai, Female
“The abundance of options, confidence to try them
and a cushion against failure make them prepared
and willing to experiment with new choices.
- Media Expert
32. 11. ENJOY The Game
• Make the most of the game
• Play only as long as you enjoy
• No guilt in quitting the game
and selecting another
“I want to suck maximum out of life.
-Female, Mumbai
33. 12. Share your wins/losses
• Explicit sharing still within boundaries
• Public, private and secret lives different
I would not like to record and
show my personal life to anyone.
- Female, Mumbai“
37. Brand Connect
• Limited number of brands helping youth play the game
• Youth being fickle minded, flirtatious in their brand
relationships
• No guilt in ‘moving on’
• Very few brands noticed to anticipate youth needs and
bridge the gap
There is absolutely NO LOYALTY. There are many
other things towards which their loyalty is being
challenged. Brands can come much later.
There is a plethora of options in their life and
loyalty restricts these options.
- Sociologist
“
38. No Single Brand Recipe
• Most brands trying to follow a ‘prescribed youth code’
– What’s cool, what’s not
• Brands following the ‘stereotype youth definitions’
Most brands do have a strong connect with the
youth. That is because they project themselves
on a certain dimension of youth (e.g. ‘cool’) and
a fixed definition. This does not work.
- Media Expert
“
39. Some Brands Who Have Learnt
The Game Faster
Fastrack – ‘Move on’
Levi’s – Each on his own – every body type
Mountain Dew – Darr ke aage jeet hai (Challenge)
40. Implications for Brands
• Youth open to experimentation if promising offers made
• Help them play the game of life!
– Explore and define self identity
– Fuel confidence, ambition
– Be the window to new experiences
– Deliver on variety, options and MORE…
– Keep the excitement going
– Hence constant need for innovation
• Keep the target moving, cannot have inertia on success, need for
refreshing the brand, evolve, have a constant finger on the youth
pulse
• Irreplaceable, differentiated promise, not the Plan B in their life
41. Youth Always
“Our youth now love luxury. They have bad
manners, contempt for authority; they show
disrespect for their elders and love chatter in
place of exercise; they no longer rise when
elders enter the room; they contradict their
parents, chatter before company; gobble up
their food and tyrannize their teachers.”
Socrates
469 BC – 399 BC
42. Thanks to…
Mr. Amit Ray
President, Lintas Media Group
Mr. Santosh Desai
MD & CEO, Futurebrands
Mr. Keith Alphonso
Business Head, UTV Bindaas
Mr. Ujjwal Rana
Exec. Producer, SET India
…participants of reality shows we spoke with
…and our respondents.
43. Researching New India
- Changing Expectations of The Youth
Presented by: Vartika Hali and Vishal Sampat
Changing dynamics and expectations
21st Annual Market Research Seminar
Sept 29,30 2011 - Bangalore
