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Pre-Launch Content Evaluation of an Animated Movie

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There is a growth in the broadcasting of local themed and generated show content in the Indian kids' space, resulting in the development and purchase of local content by kid’s genre channels in India. This research is based at understanding the viewing behavior and reaction of target audiences regarding the produced animation content. The results of the analysis will be used as a ‘piece of evidence’ for the guarantee of success of show for broadcasters.

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Pre-Launch Content Evaluation of an Animated Movie

  1. 1. PRE-LAUNCH CONTENT EVALUATION OF AN ANIMATED CARTOON MOVIE ‘RAMAANNA’ IN PUNE DISTRICT By Sanika Deshpande Master of Business Administration (Communication Management) A Dissertation Submitted in Partial Fulfillment of the Requirements for the (Master of Business Administration). Symbiosis Institute of Media & Communication (PG), Pune Symbiosis International University Feb 2015
  2. 2. Page | 1 INDEX 1) TITLE PAGE 2 2) DECLARATION CERTIFICATE 4 3) INDUSTRY APPROVAL LETTER 5 TABLE OF CONTENT ACKNOWLEDGEMENT 6 PREFACE- EXECUTIVE SUMMARY 7 1) AIMS & OBJECTIVES 8 2) RESEARCH DESIGN I. METHODOLOGY & SAMPLE TECHNIQUES 9 II. HYPOTHESIS 10 III. QUESTIONNAIRE DESIGN 11 3) RESULTS & INTERPRETATION I. SUMMARY OF FORM REPONSES 18 4) SUMMARY & CONCLUSION I. DATA ANALYSIS & FINDINGS 53 II. LIMITATIONS 59 5) BIBLIOGRAPHY 60
  3. 3. Page | 2 TITLE PAGE Pre-launch content evaluation of an animated cartoon movie ‘Ramaanna’ in Pune District
  4. 4. Page | 3 DECLARATION CERTIFICATE
  5. 5. Page | 4 Declaration by the Candidate I hereby declare that this dissertation entitled ‘Pre-launch content evaluation of an animated movie ‘Ramanna’ submitted to Symbiosis International University in partial fulfillment of the requirements for the award of degree of Master of Business Administration – Communication Management (specialization :Media Management) is an original and genuine research work carried out by me under the guidance of Dr.Prasanna Hulikavi, Symbiosis Institute of Media and Communication and that it has not formed the basis for the award of any degree/diploma /associate ship/fellowship or any other similar title to any candidate of any university. Countersigned Sanika Deshpande Name of the Candidate Dr. Prasanna Hulikavi (Name of the guide) Symbiosis Institute of Media and Communication, Lavale Village, Pune
  6. 6. Page | 5 INDUSTRY APPROVAL LETTER
  7. 7. Page | 6 ACKNOWLEDGEMENTS I would like to thank my ever helpful guiding mentor, Dr. Prasanna Hulikavi for her support and valuable inputs throughout the duration of my working towards my dissertation. My colleagues and the institute have also been a valuable source of knowledge, inspiration and support. I have gained valued learnings in course of completing this dissertation and had the opportunity to interact and gain insights from several learned and respected individuals. This dissertation gave me an opportunity to explore the perspectives of children towards new cartoons and their expectations from the shows. Overall, the experience of conducting research proved valuable not only to seek new knowledge but for personal learnings as well.
  8. 8. Page | 7 PREFACE - EXECUTIVE SUMMARY There is a growth in the broadcasting of local themed and generated show content in the Indian kids' space, resulting in the development and purchase of local content by kid’s genre channels in India. This research is based at understanding the viewing behavior and reaction of target audiences regarding the produced animation content. The results of the analysis will be used as a ‘piece of evidence’ for the guarantee of success of show for broadcasters. It will also enable the comparison of preferences towards international content versus local content. This study shall also help to gauge the relevancy of the content with respect to the preferences of rural and urban audience. It is important to evaluate the level of familiarity the audience experience while watching the content. Characters and Storyline play a significant role in developing the fondness towards the content by target audience. Hence understanding their views and sentiments about the both the factors becomes one of the central outlines in the research. Ideally, broadcasters look for exceptional characters in normal situation than normal characters in exceptional situation. This helps to pull the audience for long term association with the characters. Thus assessing under which category the characters fall under is important for the pitch. This study ultimately aims to help the animation producers ascertain and gauge the relevancy of the content they are producing.
  9. 9. Page | 8 AIMS AND OBJECTIVES  To evaluate the degree of familiarity & likability of story  To assess the predictability of story by the target audience  To understand the level of involvement with the story and characters  To assess the level of liking for character design & personality  To gauge the level of association with the characters  To evaluate the degree of impact of characters on the audience  To examine whether audience will like the characters out of story context  To understand whether they will share the experience with friends
  10. 10. Page | 9 RESEARCH DESIGN METHODOLOGY & SAMPLING This section will explain the data collection methodology and details on what sampling techniques shall be utilized in selecting and collecting data for the research. This research is primarily exploratory in nature, but for this kind of process and nature of data requirements, this would require information collection in two phases. 1. The first phase would involve collecting primary data. This would involve data collection in the form of surveys and questionnaires (physical copies) to ascertain or gauge the likability, identification with characters, level of association with the characters, liking of character design. This will be quantitative in nature as the data would then be converted to numbers and quantified basis the parameters. Data will be gathered to understand the level of involvement with the story and characters and degree of impact of character on them. A questionnaire would be designed to collect data on this aspect. However, considering the timelines of this research and limitations imposed on a single researcher, the target group will be limited to a. Children age group 4 – 14, Boys & Girls from rural and urban, SEC A, B & C from Pune District b. Sample Size – 120 individuals The tools for quantifying this data would be Excel. The responses for each parameter would be coded accordingly and then measured across individual samples. This Phase would thus focus on the phenomena of time-shifted viewing and consumption of online TV content occurring within this target group and their preferences.
  11. 11. Page | 10 Sampling Process 1 Sampling Frame Non-Probability Sampling Sampling Unit Girls & Boys in the age group of 4-14 in Pune district Sampling Method/Technique Random Sampling Sample Size 120 Individuals Data Collection Method Questionnaires, Focused Group Discussion Research Technique Quantitative, Qualitative The mentioned sample procedures across both phases have also been selected keeping in mind certain key aspects – a. Goal Orientation – The sample shall enable me to fulfill my basic research objectives b. Measurability – Sample is finite enough and enables computation c. Practicality – Design is simple enough to follow through and is executable d. Economy – Objectives of the survey can be achieved with minimum cost and effort without compromising on research results and quality HYPOTHESIS A hypothesis would be on based on primary attempt to determine if there is likability for the content ‘Ramaanna’. This will also help us to understand whether the target audience is ready to accept and to associate with the new characters from the content Null Hypothesis (H0) - There is positive sentiment for the content ‘Ramaanna’ Alternate Hypothesis (HA/H1) - There is no positive sentiment for the content ‘Ramaanna’
  12. 12. Page | 11 QUESTIONNAIRE DESIGN The questionnaire designed according to the objectives of both as well as the according to the research technique and data collection methods applied. Since research employs quantitative data collection methods, it will follow a format of questions that seek to understand audience/sample responses with regards to their opinion regarding the new content, level of likability and attachment to the newly produced animated content. The questionnaire design here would primarily have the following characteristics –  Structured – The questionnaire will consist of a formal list of questions framed to get the appropriate responses. The questionnaire will follow a prescribed and predefined order of questions and the researcher shall ask them strictly in this predetermined order. This will enable data collection and response recording in a systematic and orderly manner.  Disguised – Respondents are not told about the purpose of conducting survey. It is used to examine issues for which direct questions may not elicit truthful answers. Many a times when the respondents comes to know the objective of the survey, biased answers can be given which totally defends the purpose of the research Questionnaire Pre Testing This is an important aspect which would involve the researcher testing the questionnaire on a few samples before carrying out the survey or data collection on the entire sample base. A pilot test of the questionnaire would be undertaken before carrying it out in full swing. This will be done so as to understand the effectiveness of the questionnaire in getting relevant responses aligned to the research objective
  13. 13. Page | 12 Questionnaire GROUP NO - School - ___________________________ Name of Student: _____________________________________________________________________________________________ Gender: Male / Female (Male – Boy / Female – Girl) Standard: ________________________________ How old are you? / Age: ___________________ yrs. Q1. Do you like to watch new cartoons? 1) Yes 2) No Q2. Did you like the character? - Rama 1) Yes 2) No - Anna 1) Yes 2) No
  14. 14. Page | 13 Q4. How much did you like the following characters? - Rama Very Much Mostly Fine Not Much Not at all - Anna Very Much Mostly Fine Not Much Not at all - Villain Very Much Mostly Fine Not Much Not at all - Dragon Very Much Mostly Fine Not Much Not at all - Old Wicked Very Much Mostly Fine Not Much Not at all
  15. 15. Page | 14 Q5. Do you like the character design (Look) of following characters? - Rama 1) Yes 2) No 3) Don’t Know Why if Yes/ No ________________________________ - Anna 1) Yes 2) No 3) Don’t Know Why if Yes / No _________________________________ - Villain 1) Yes 2) No 3) Don’t Know Why if Yes / No _________________________________
  16. 16. Page | 15 Q5. Which character did you like the most? 1) Rama 2) Anna 3) Villain 4) Dragon 5) Old wicked Q6. Do you think you are like the following characters? - Rama 1) Yes 2) No If Yes, why __________________________________________________ If No, why not _______________________________________________ - Anna 1) Yes 2) No If Yes, why __________________________________________________ If No, why not _______________________________________________ Q7. Who do you think these characters are like? 1) Rama __________ why ____________________________ 2) Anna ___________ why _____________________________
  17. 17. Page | 16 Q8. After watching trailer, how memorable do you think these characters are? - Rama Very Much Mostly Fine Not Much Not at all - Anna Very Much Mostly Fine Not Much Not at all Q9. Will you tell your friends about Rama & Anna (Share the experience of watching trailer)? 1) Yes 2) No Q 10. Did you find the trailer exciting? 1) Yes 2) No Q 11. Will you like to follow to watch other trailers? 1) Yes 2) No Q 12. Will you go and watch the movie? 1) Yes 2) No Q 13. How much did you like the content overall? Very Much Mostly Fine Not Much Not at all
  18. 18. Page | 17 Q 14. What do you think of the movie overall? Questionnaire Design: Points to Note • The questionnaire shall be administered to only those that fit the criteria of the sample; hence elimination questions on the questionnaire are limited • The purpose of the questionnaire and objective behind the survey shall not be revealed to the respondent before he/she fills the survey
  19. 19. Page | 18 RESULTS & INTERPRETATIONS I. Openness to new content a) Age wise comparison 81% 10% 9% Openess to new cartoon content Yes No Sometimes 0 5 10 15 20 25 30 Group 1 Group 2 Group 3 Group 4 Group 5 Group 6 Sometimes No Yes
  20. 20. Page | 19 b) Gender wise comparison (Boys v/s Girls) Girls Boys 0 2 4 6 8 10 12 14 4-5 yrs 6-7 yrs 8-9 yrs 10-11 yrs 12-13 yrs 14-15 yrs Yes No Sometimes 0 2 4 6 8 10 12 14 4-5 yrs 6-7 yrs 8-9 yrs 10-11 yrs 12-13 yrs 14-15 yrs Yes No Sometimes
  21. 21. Page | 20 c) Demographic wise comparison (Urban v/s Rural) Comparative Chart Urban Rural 0 20 40 60 80 100 No Sometimes Yes Rural Urban 0 5 10 15 20 4-5 yrs 6-7 yrs 8-9 yrs 10-11 yrs 12-13 yrs 14-15 yrs Yes No Sometimes
  22. 22. Page | 21 II. Likability 1) Likability of Characters
  23. 23. Page | 22 a) Age wise comparison b) Gender wise comparison u
  24. 24. Page | 23 2) Design of Main Characters a) Age wise comparison  Rama
  25. 25. Page | 24  Anna b) Gender wise comparison  Design of Character Rama - Female
  26. 26. Page | 25  Design of Character Anna - Female  Design of Character Rama - Male
  27. 27. Page | 26  Design of Character Anna - Male c) Demographic wise comparison  Rama  Anna 0 20 40 60 80 100 Don't Know No Yes Rural Urban 0 20 40 60 80 100 Don't Know No Yes Rural Urban
  28. 28. Page | 27 III.Favourite Character a) Age wise comparison
  29. 29. Page | 28 b) Gender wise comparison  Female  Male
  30. 30. Page | 29 c) Demographic wise comparison 6% 6% 13% 19% 56% Urban Anna Dragon Old Witch Rama Villain
  31. 31. Page | 30 Rural Market – Age wise comparison Urban Market – Age wise comparison
  32. 32. Page | 31 IV.Association with Characters a) Age wise comparison  Rama  Anna
  33. 33. Page | 32 b) Gender wise comparison  Rama  Anna
  34. 34. Page | 33  Rama ( Female v/s Male )  Anna ( Female v/s Male )
  35. 35. Page | 34 c) Demographic wise comparison  Rama  Anna Rama (Urban Female v/s Urban Male)
  36. 36. Page | 35 Rama ( Rural Female v/s Rural Male ) Anna (Urban Female v/s Urban Male)
  37. 37. Page | 36 Anna (Rural Female v/s Rural Male) V. Originality of Characters ( Linking with other cartoon characters )  Rama
  38. 38. Page | 37  Anna a) Age wise comparison  Rama
  39. 39. Page | 38  Anna b) Gender wise comparison  Rama  Anna
  40. 40. Page | 39 c) Demographic wise comparison  Rama  Anna
  41. 41. Page | 40 VI.Memorability of Characters a) Age wise comparison  Rama  Anna
  42. 42. Page | 41  Villain  Dragon  Old witch
  43. 43. Page | 42 b) Gender wise comparison  Female  Male
  44. 44. Page | 43 c) Demographic wise comparison  Urban  Rural
  45. 45. Page | 44 Rural Male Urban Male
  46. 46. Page | 45 Urban Female Rural Female
  47. 47. Page | 46 VII. Miscellaneous Information 1) Sharing with friends 2) Impact of Trailer  Age wise comparison  Demographic wise comparison
  48. 48. Page | 47  Gender wise comparison
  49. 49. Page | 48 3) Interest in Continuity 4) Ramaanna Movie Watchers a) Age wise comparison
  50. 50. Page | 49 b) Gender wise comparison  Female  Male c) Demographic wise comparison
  51. 51. Page | 50  Urban  Rural
  52. 52. Page | 51 5) Liking of Overall Content
  53. 53. Page | 52 a) Age wise comparison b) Gender wise comparison c) Geographic wise comparison
  54. 54. Page | 53 SUMMARY & CONCLUSION Data Analysis & Findings I. OPENNESS TO NEW CONTENT -  Majority of kids (81%) in the ages of 4 - 14 are willing to watch and try out new cartoon shows  There is high level of openness regarding new cartoon shows from the age groups 4 yrs and onwards till 10 yrs. Rigidity in terms of new content acceptance is seen in the age group of 11 yrs. Girls are also observed to be likelier to watch new cartoon shows while boys prefer watching shows of familiar characters  The rural market is more open to experiment the new content as compared to the urban market. In case of the urban market, a steep fall is seen in acceptance of new content as the age processes while rural market, high levels of acceptance in trying out new content is seen over the different age groups II. LIKABILITY – a) Likability of Characters as a whole – ‘Rama’ earned the highest score followed by ‘Villain’  The most liked character (in terms of weightage score) is Rama followed by Villain  The least liked character is Anna both by girls and boys across all age groups except the age group of 12 – 13yrs  Rama was equally scored by both girls and boys while the character Villain was more liked by girls as compared to boys. Due to a much lesser score given by the boys to Villain, Rama earned a higher likability score in comparison  Anna, owing to his negative characteristics of being fat and lazy, scored the least, while Rama was liked the most due to his naughtiness and mischievous characteristic traits. The
  55. 55. Page | 54 Villain on the other hand, was more liked by girls as compared to boys due to his stylish look and sense of fashion as is portrayed b) Design of Characters (Look and Stylization of Characters)  85% of sample kids have liked the character design of Rama, while 9 % have not liked the design. The top common reasons for liking a character were, having a ‘funny look’, ‘mischievous’ and ‘naughty look’, ‘cute eyes’ followed by ‘looks smart’ while the reasons for not liking were ‘common look’, ‘monkey look’ while some were not able to provide any reason  In case of Anna, 60% of kids didn’t like the character design of Anna at all while 30% liked it. The top common reason of not liking Anna was him being ‘fat’, having bald hair followed by having an ordinary design. Around 71% of kids who didn’t like Anna’s design i.e. (60 % of parent sample) also found Anna to be fat  These reflect the character associations and the preference for certain traits over others which could help determine the popularity of a character III. FAVOURITE CHARACTER  40% of kids chose Villain as their most favourite character followed by 24% for Rama  Girls across all age groups showed a preference for the Villain more than any other character. In case of lower age groups in boys (4- 9 yrs.), they were more attracted towards Dragon as a creature and amongst the older aged boys ( 10-14 yrs), showed more fascination towards Rama  Demographically, Villain has ranked to be the most favorite with a share of 56% and 54% in the urban and rural markets respectively
  56. 56. Page | 55  Kids from the rural market have been observed to reject and not prefer or choose Anna as their favorite character while only 6% from urban markets accepted Anna as their favorite character. The main reasons observed for this phenomena of common disagreement towards the acceptance or likeability of Anna’s character have been found to be due to his physical appearance of being bulky and bald  21 % of rural market kids were also found to be more fascinated by the mystical nature & appearance of the old witch as compared to 13 % of the respondents in the urban markets IV. ASSOCIATION WITH MAIN CHARACTERS –  74% of sample kids were able to associate with the personality traits of Rama. While 76% of kids did not find any connection with character Anna.  In the case of age group comparison, the number of kids who identified themselves with Rama was significantly higher as against those who did not find any association with the character Rama.  In case of the character Rama, the numbers of boys who identified themselves with the character was much higher as compared to the number of girls who identified themselves with the character across all age groups.  While in case of the character Anna, the rejection of any association with the character was more in case of girls than in boys. The rate of rejection was higher in children belonging to the rural market as compared to children belonging to the urban market, across all age groups. V. ORIGINALITY OF MAIN CHARACTERS (Linkage with other cartoon characters)  66% of kids found a similarity between Rama and Jaggu, the monkey from Chhota Bheem series. The main reason is because of both being monkeys. While second majority i.e. 16% of kids found the character Rama to be new and original.  In the case of Anna, 45% of kids found the personality trait of Anna i.e. ‘Lazy’, to be similar to Kalia from Chhota Bheem series due to physical attributes of being fat and bulky in size. While 17% of kids, found Anna to be a new and original character.
  57. 57. Page | 56 VI. MEMORABILITY OF CHARACTERS –  Villain earned the highest memorability score followed by Rama while Anna received the lowest score. Urban girls as compared to other groups found the character Villain more memorable. While both urban and rural boys found Rama more memorable as compared to the rest of the characters. VII. OTHER FACTORS 1) Sharing the information and experience with friends -  95% of target sample were willing to share the unique experience and information about watching the trailer and characters of the Movie ‘Ramaanna’. This demonstrates the high level of enthusiasm with regard to the content experience. This insight also depicts the high possibility of ‘word of mouth’ publicity generation regarding the movie and its characters, which can attract additional audiences to watch the movie. 2) Impact of Trailers –  Age Group wise, a constant decrease in impact of the trailer was seen due to the response of urban market kids.  Demographically, all the kids from rural backgrounds, found the trailer impactful while kids with urban backgrounds found the trailer less impactful as the age progressed. After analyzing the kids belonging to the urban market further, it was found that there was a large impact on boys as compared to girls. Thus, urban girls found the trailer to be less impactful as compared to the rest.  The flow of the trailer, the quality of animation and sequencing of scenes were the major issues in case of qualitative analysis.
  58. 58. Page | 57 3) Interest in Continuity –  93% of kids were willing to subscribe or follow the Ramaanna movie trailers. This shows the high level of interest and curiosity to gain additional information regarding the movie. Younger kids were found to be more enthusiastic about continuing to follow updates about the characters as compared to tween kids 4) Ramaanna Movie Watchers -  76% of kids stated that they would definitely watch the movie as compared to 14%, who were unwilling to see it. While 10% were confused and wanted to see additional trailers of the movie in order to make their decision on whether to watch the movie or not.  Age wise, a steep increase was seen in the percentage of kids who were confused about whether to watch the movie or not. Similarly, an increase in the percentage of kids who were reluctant to watch the movie was observed amongst kids above the age of 12 years. Demographically, the kids belonging to the rural market were more interested in watching the movie as compared to their urban counterparts. 5) Likability of overall idea and content –  Overall, the content has earned a weightage score of 3.08/4 which is equal to ‘Good’. Across all age groups, the content has grossed more than average likability of 2 out of 4 score.  Age group wise, kids till the age of 9 years have marked higher levels of likability as compared to early tweens. Gender wise, boys have rated higher liking of content as compared to girls.  Marketwise, rural kids of all age group have liked the content more as compared to rural kids.
  59. 59. Page | 58 LIMITATIONS Limitation in terms of initial sample survey (144) is restricted to Pune District, Maharashtra, India only. Mass audiences were ill represented so data is representative of audiences from particular geographical area only. The sample population comprises a lesser segment of the population so can be generalized to Pune as geographical region as such and not the population as whole
  60. 60. Page | 59 BIBLIOGRAPHY The reception of global TV in Asia: An assessment of its impact on local cultures. Asian Journal of Communication, 9(1), 1-20. Doi: 10.1080/01292989909359612 The formation of new media preferences among pre-school children in the context of peer culture and home interaction: A pedagogical perspective Kristi Vinter: Department of Educational Sciences, Tallinn University Ericsson. (2013). TV & Media Consumer Lab. KPMG. (2014). FICCI Frames - Indian Media and Entertainment Industry Report. KPMG.

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